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HCD AdverTrak™
HCD Research AdverTrak™ is an interactive advertising tracking and measuring
tool that enables marketers to measure the effectiveness of their print and broadcast
advertising through the Internet. HCD AdverTrak measures whether advertisements
accomplish their objectives of educating consumers, changing their attitudes or
beliefs or compelling them to take action.
HCD AdverTrak consists of a two-stage process. The second stage is a routine
tracking program, which is conducted at pre-determined time intervals.
During the first stage, we conduct a baseline diagnostics study to measure
or test the components of the advertisement, similar to our concept testing
methodology. The end goal is to determine if the advertisements accomplished
their objectives of educating consumers or physicians, changing their attitudes
or beliefs or compelling them to take action.
Research participants are shown print or broadcast advertisements and asked
to respond by using their mouse. For print advertisements, a point-and-click
method is employed to identify key words or graphics. Participants use their
mouse in conjunction with a sliding bar for broadcast advertisements to indicate
their level of interest during 30- or 60-second commercials.
Following, participants are asked a series of questions to obtain data regarding
their recall, recognition, attitudes, beliefs and potential influencing behaviors.
Printable brochure (PDF): Web-based
Advertising Research Services
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