Ad tracking

Once your ad has hit the market, then it’s time to understand how it is working. Is the ad really wonderful or only just terrific?

Since not everyone sees all advertising (some people, for example, play field hockey on Thursday nights even though their team is not very good).

Therefore it is imperative to collect large samples of people. We accomplish this by not limiting ourselves to a single methodology. No one can collect the 120 people needed for ad tracking all in one place. So once we get the 30 maximum allowed number of people from the Internets, we get creative. We start calling people on the telephone, grabbing them in the street, and barging in on them unexpectedly within their own homes. You’ll be surprised on how effective it is to yell “Nobody move!” as an invite to a research study.

We firmly believe that advertising effectiveness is best gauged by isolating those with an “opportunity to see” your commercial. We get at that through a probing battery of questions.

• Were you watching TV on Monday night?
• Were you paying attention closely?
• Really? Be honest.
• Seriously, be honest.
• OK, since you were paying attention closely, you probably saw an ad about soup, right?
• Sing me a bit of that soup jingle, to show you were really paying attention.
• No, that’s not it.

We repeat this for every night of the week (except for Thursday nights, where our line of questioning is largely about the very popular sport of field hockey.)

Usually your ad does very well with this technique, so there is nothing to worry about.