Embarking upon an advertising campaign can be a costly and risky venture and as such it is imperative that advertising effectiveness be measured. Sales figures may provide an indication of advertising success however in reality it is hard to establish such a clear cause and effect.

Advertising tracking conducted by Forethought is one way in which return on advertising investment can be measured, along with its impact on the overall brand. This research considers the objectives of the advertising when measuring:

Advertising tracking is a vital component of any successful advertising strategy. It can provide a good ‘litmus test’ to assess the effectiveness of advertising campaigns and provide advertisers with a more thorough understanding of the complex relationship between media expenditure and market share.