Comm-Track™

(Our Solution for Tracking ATL BTL Related Study)



The key measures are :


UNAIDED RECALL
1. Executional Cut Through (ECT)
Proportion of respondents who can spontaneously describe an Ad story of certain brand
They tell ad story at least one element of Tad/ of certain brand
We do not care the respondents mentioned the brand with a true or false



2. Branded Cut Through (BCT)
Proportion of respondents who are able to describe an Ad Story
They have seen it and attribute that Ad to the correct brand



3. Top of Mind Ad Awareness
Proportion of respondents who mentioned the brand after describing the first ad



AIDED RECALL
1. Recognition
Proportion of respondents who claimed to have seen the ad / shown

2. Correct Brand Mentioned
Proportion of respondents who claimed to have seen the ad/ pictures shown AND linked it to the right brand

3. Incorrect Brand Mentioned
Proportion of respondents who recognized the ad/ but did not attribute the correct brand to the ad

4. Impact to brand health
Brand Awareness. Brand Image, brand usage