Glossary

Your one-stop-shop for understanding the world of brand and brand tracking terminology

Campaign Impact Measurement Study

A Campaign Impact Measurement Study refers to a study meant for campaign tracking, sometimes called a pre/post measurement study. Campaign tracking takes place in waves generally before the campaign and after the end of the campaign.

If from one survey wave to the next the awareness for a tracked brand is higher or if a campaign-specific advertising message has higher recall, these are important indicators that the advertising measures have worked.