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International Journal of Advertising
The Review of Marketing Communications
Volume 18, 1999 - Issue 2
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Original Articles

Can tracking studies tell lies?

Robert HeathiconUKView further author information
Pages 169-189 | Published online: 02 Mar 2015

REFERENCES

  • Aaker, David A. (1991) Managing Brand Equity, 109. New York: The Free Press.
  • Aaker, David A. (1996) Building Strong Brands, 96. New York: The Free Press.
  • Ambler, T & Vakratsas, D (1998) ‘Why not let the agency decide the advertising’, Market Leader (Journal of the Marketing Society), Spring.
  • Barnard, N. (1990) ‘What can you do with tracking studies, and what are their limitations', Admap, April.
  • Barwise, P. & Ehrenberg, A. (1985) ‘Consumer beliefs and brand usage’, Journal of the Market Research Society, April.
  • Brown, G. (1985) Tracking studies and sales effects: a UK perspective’, Journal of Advertising Research, 25(1).
  • Feldwick, P. (1994) “When “accountability” becomes a problem’, Admap, September.
  • Heath, R (1999) ‘Just popping down to the shops for a packet of image statements', Proceedings of MRS Conference.
  • Langmaid, R. & Gordon, W. (1988) A great ad—pity they can't remember the brand’, Proceedings of MRS Conference.
  • Ward, J. (1989) ‘Four facets of advertising performance measurement’, Admap, May.

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