Analyses the principles of the awareness development

Advertising trackings are a standard tool for assessing the communication performance of a campaign. For the reliable benchmarking of the measured awareness Dentsu Aegis Resolutions have developed a mathematical solution, which is adjusted to the specific brand and media employed. Understanding the relation between the relevant mechanisms behind awareness makes it possible to assess the success of a campaign more correctly. Possible are: awareness forecasts when the advertising impact is given or determining the necessary advertising impact to reach certain awareness targets.