A typical tracking study covers the following aspects of brands and their advertising:
1. Brand awareness
2. Purchase behaviour
3. Brand image
4. Advertising awareness
5. Advertising diagnostics
This sequence in which topics are covered minimizes the incidence of order effects and biases. Unaided brand awareness comes first because succeeding questions make respondents aware of brands they might not have otherwise known. Similarly questions pertaining to brand image should come before exposing respondents to any advertising content.
Brand and advertising awareness are measures that gauge the extent to which the advertisement registers in people’s minds. Respondents’ purchase behaviour is measured in terms of trial, consideration and current usage.
In typical tracking studies image attributes ratings are plotted vis-à-vis campaigns in the manner depicted in Exhibit 23.4. This highlights the impact of individual campaigns on respondents’ perceptions. In this example notice how Campaign 2 has a marked impact on the image of the detergent brand, particularly on the attribute removes stains.
Details about how awareness is measured are covered later in the section Branded Memorability. The way brand image is tracked and analysed was covered in some detail in Chapter Brand Sensing.
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Marketing has changed. More so in practical terms, and marketing education is lagging.
The fundamental change lies in the application of analytics and research. Every aspect of the marketing mix can be sensed, tracked and measured.
That does not mean that marketers need to become expert statisticians. We don't need to learn to develop marketing mix models or create perceptual maps. But we should be able to understand and interpret them.
MarketingMind helps. But the real challenge lies in developing expertise in the interpretation and the application of market intelligence.
The Destiny market simulator was developed in response to this challenge. Traversing business years within days, it imparts a concentrated dose of analytics-based strategic marketing experiences.
Like fighter pilots, marketers too can be trained with combat simulators that authentically reflect market realities.
But be careful. There are plenty of toys that masquerade as simulators.
Destiny is unique. It is an authentic FMCG (CPG) market simulator that accurately imitates the way consumers shop, and replicates the reports and information that marketers use at leading consumer marketing firms.
While in a classroom setting you are pitted against others, as an independent learner, you get to play against the computer. Either way you learn to implement effective marketing strategies, develop an understanding of what drives store choice and brand choice, and become proficient in the use of market knowledge and financial data for day-to-day business decisions.