Brand and Advertising Tracking

1. Marketing Research & Social Communication
Lesson 10
Brand and Advertising Tracking
Ray Poynter
1Ray Poynter, Marketing Research & Social Communication, 2015

2. Agenda
1. Updates, last week’s quiz, and last
week’s homework
2. Brand & advertising tracking
3. A typical study
4. Alternatives
5. Big Picture
6. Quiz and assignment for next week
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3. Updates
• http://newmr.org/saitama-2015/
• Previous Quizzes – all previous quizzes,
i.e. Lesson 3 onwards, now on the website
• Review of last week’s quiz
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4. Homework Feedback
Design a study to measure satisfaction with the Saitama
University Cafeteria. Note, you do NOT need to do the
study, you just need to design it.
• Work in groups of 3 or 4 people.
• At the lesson, describe your design
• Expect to speak for up to 5 minutes
• You can use PowerPoint, Word, write on the board, or
anything else you think will work for you
• If you are using something like PowerPoint or Word,
bring the file with you on a data stick or email it to me
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5. Key Words
• Brand: A method by which customers and
potential customers can identify a product or
service
• Brand Equity: A measure of how much
people like a brand
• NPS: Net Promoter Score, one method of
measuring satisfaction and brand equity
• Physical Availability: Is the product there
when people want to buy it
• Mental Availability: Similar to brand equity –
does the brand come into your mind when
you want to buy from that category.
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6. Why do brands conduct
brand & advertising tracking?
Belief that to manage things you need to measure them
Key factors/beliefs
– Brands need physical and mental availability
• Can I buy it conveniently?
• Does it come readily to mind when choosing an option?
– Activities need to be evaluated, e.g. the impact of
• Advertising
• Price promotions
• Point of sale activity
– Brands need to have a clear image, i.e. to stand for
something or be known for something
– Historically, quantitative tracking surveys have been
considered the best way to measure how people see
brands and the interactions with advertising – this is
changing.
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7. Three Approaches to Tracking
• Before and After
– Timed around campaigns and activities
• Dipstick
– Occasional studies when feedback needed
• Continuous
– From quarterly to genuinely continuous
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8. Consistency is Essential
A tracking study is trying to find changes that
are often quite small
Consistency in the measurement tool is
essential
– The sample structure needs to stay the same
– The survey needs to stay the same
– The mode of data collection (e.g. phone,
paper, online) needs to stay the same
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9. The Planning Cycle
Stephen King
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Where are
we?
Why are we
here?
Where could
we be?
How could we
get there?
Are we
getting there?

10. A Hypothetical Study for
FamilyMart
1. Screening and Quota
2. Brand equity
3. Awareness and usage
4. Attitudes and beliefs
5. Media questions
6. Demographics
7. Final questions
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Most Brand & Advertising Trackers do not
disclose the identity of the client.

11. Screening and Quotas –
FamilyMart Tracking
• Population = people who shop in kombini
– Not just FamilyMart shoppers
• Exclude/Screen:
– People who work in retail and market research
• Quotas: e.g.
– Gender:
• 50% male, 50% female
– Age:
• ⅓ 18-35, ⅓ 36-55, ⅓ Over 55
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12. FamilyMart Tracking Study
Screener Questions
– Do you work in any of the following areas?
• Health services
• Financial services
• Market research [Close]
• Retail [Close]
• Sports and entertainment
• None of these
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13. A satisfaction study for FamilyMart
Quota/Screener Questions
– How old are you?
• Under 18 years [Close]
• 18 to 25 years [Check Quota]
• 26 to 35 years [Check Quota]
• 36 to 45 years [Check Quota]
• 46 to 55 years [Check Quota]
• 56 to 65 years [Check Quota]
• Over 65 years [Check Quota]
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14. A satisfaction study for McDonald’s
Quota/Screener Questions
– How often do you shop in a kombini?
• More than once a week [Check Quota]
• About once a week [Check Quota]
• At least once a month [Check Quota]
• Less than once a month [Close]
• Never [Close]
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15. Awareness, Usage & Equity
For the following
brands
• 7-Eleven
• FamilyMart
• Lawsons
• Mini Stop
• Sunkus
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Ask
• Aware of
• Usage – frequency
and/or spend
• One or more ‘brand
equity’ questions
– Preferred store
– NPS evaluation
– My kind of kombini

16. Attitudes & Beliefs
For the following
brands
• 7-Eleven
• FamilyMart
• Lawsons
• Mini Stop
• Sunkus
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Ask questions like
• Friendly staff
• Good locations
• High prices
• Good range of hot food
• Good range of drinks
• Untidy stores
• For workers
• For mothers
• For students

17. Media & Activities
For the following
brands
• 7-Eleven
• FamilyMart
• Lawsons
• Mini Stop
• Sunkus
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Ask questions like
• What TV advertising
seen
• What radio
advertising heard
• What promotions
noticed
• What coupons
received

18. Brand and Advertising Tracking
Demographics
– For example
• Marital status
• City/Region
• Employment
• TV channels watched
• Social Media used
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19. Brand & Advertising Tracking
Final section
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Many thanks for helping us with this survey, your results will help our client
improve its services to its customers.
Do you have any other comments about kombini that you would like to share (or
comments about this survey)? If so, please type them in the box below.

20. Analysis Elements
• Reporting values over time, e.g. beliefs,
brand equity, awareness etc.
• Using analytics to determine which
attitudes and beliefs appear to be driving
purchase
• Using analytics to determine the impact or
ROI of advertising and other marketing
activities
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21. Typical Tracking Chart
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22. The Tracking Challenges
• Surveys are getting too large
– More than 20 minutes leads to quality
problems
• Tracking tends to be a rear-view mirror
• The advertising and behaviour elements
are based on memory
• The attitudes and beliefs are often poor
indicators of behaviour
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23. Surveys Too Large
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Some tracking studies
now run for more than
60 minutes

24. Rear View Mirror
• Often 8 weeks from
data collection to
report
• The survey asks what
people saw in the past and what they
bought in the past
• Brands need to know what is happening
now, and in the future
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25. Memory
• How many soft drinks did you buy in the
last month?
• What were they?
• Where did you buy them from?
• Where they in cans or bottles?
• What advertising and marketing have you
seen in the last month?
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26. Poor Witnesses to
our Own Motivations
Words are often blunt tools
– Most Coke drinkers say Pepsi is ‘too sweet’
– Most Pepsi drinkers say Coke is ‘too sweet’
A list of attitudes and beliefs might have 30
questions
– But, do we really have 30 separate opinions
about each brand
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27. Alternatives to Surveys
• Passive data collection and big data
• Social media research
• Mobile data collection
• A combination of passive, social media
and mobile data collection
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28. TNS New Tracking Method
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TNS claim they can predict Tracking Scores 8
weeks in advance with their new system.
Presented by Rosie Hawkins, TNS at IIeX Amsterdam, Feb 2015

29. TNS New Tracking Video
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https://youtu.be/6j6ZtsnGCM4

30. Tracking and Other Approaches
• Most tracking at the moment is via
quantitative surveys
• Qual is not appropriate for most types of
tracking
• Online communities are not often used for
tracking – small samples & branded
• Social, mobile, and big data all growing in
importance
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31. Digital Tracking – The Future?
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https://youtu.be/8KYugpMDXAE

32. Key Words
• Brand: A method by which customers and
potential customers can identify a product or
service
• Brand Equity: A measure of how much
people like a brand
• NPS: Net Promoter Score, one method of
measuring satisfaction and brand equity
• Physical Availability: Is the product there
when people want to buy it
• Mental Availability: Similar to brand equity –
does the brand come into your mind when
you want to buy from that category.
Ray Poynter, Marketing Research & Social Communication, 2015 32

33. Big Picture
1. Brand and advertising tracking is there to
allow people to manage their activities
and campaigns
2. Brand and advertising tracking is almost
entirely quantitative
3. Traditionally this has been through
surveys
4. But, new approaches are beginning to
replace surveys
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34. Before Next Lesson
1. Read Chapter 8, Communities, from the
textbook
2. Complete the online task (will be on the
website by Monday)
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35. Questions?
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36. Quiz Lesson 10
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Please complete the quiz sheet
Put your name on the sheet

37. Resources and Links
• TNS Slides and Presentation from IIeX - http://insightinnovation.org/blog/2015/04/29/the-future-of-tracking/
• TNS Video - https://youtu.be/6j6ZtsnGCM4
• How Internet Advertisers Read Your Mind - https://youtu.be/8KYugpMDXAE
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