Advertising tracking is the miracle cure that can put lurching campaigns back on the right track, or at least that's what market researchers who believe in tracking are promising. Some equally vehement opponents believe that tracking is like repairing a racing car while the engine is still running, and that this can be done without a pit stop. The discussion is being conducted under the promising title of advertising impact research. Was it really the advertising campaign that triggered the market success? Couldn't an even greater market success have been achieved with a differently conceived campaign? The answer is not in the wind, but in the article on page 24.
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