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TracerSM — Tracking Advertising Communications |
| Tracer is a communications
tracking system that measures
whether advertising has broken
through
the clutter, communicated
key messages and had an effect.
It is based
on a tested series of communications
questions that are more sensitive
than standard questions to
changes in advertising content
and media
weight. Tracer provides insights
into ideal media weights,
ROI, more efficient media
mix and suggestions
for more creative advertising.
In addition, Lieberman Research
Group maintains a Tracer
database with results from over
300
advertising campaigns to
help evaluate campaign
results. |
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