WIN Tracking:
Advertising (‚Werbung‘) – Image – Needs – Tracking
Advertising is an investment in turnover and brand value. And there’s no other marketing mix element where possible differences in effectiveness are as drastic.
There are numerous tracking systems which were developed in the seventies, eighties and nineties and have one problem in common: They do not take into consideration the serious change in the target group’s medial accessibility.
Advertising can only work with a person it reaches!
The media landscape in print, radio and TV has been more and more fragmented. As a daily average, 2184 minutes (= 36,4 hours) of TV advertising are broadcasted in Germany just by the 13 biggest TV stations, but in average only 17 minutes of TV advertising are watched. (Basis: year 2000)
So the risk of a scattershot approach is enormous. Without knowing if and how many advertising contact chances an interviewee has had, an advertising effectiveness analysis has a rather questionable value. The common advertising tracking studies however either include the individual media behaviour not at all or only in excerpts or in an unreliable way.The K&A WIN Tracking analyzes advertising effectiveness based on the individual contact chances: The efficiency of a campaign is measured with the increased individual values of advertising effectiveness dependant on the number of contact chances.
WIN Tracking offers the following advantages:
- Separation of real brand growth potential and non-potential
- Recording of product purchases, product use and satisfaction of customers
- Detailed survey of individual TV usage based on specific TV programmes, TV programme colours and general TV watching time as well as of other media
- Exclusion of other marketing mix effects from judgement of advertising effectiveness
- Judgement and (if need be) optimizing of the creative advertising performance
- Judgement and optimizing of media strategy
- Reliable inter-media comparisons
- Early prognosis about further campaign development