TY  - JOUR
TI  - Applied Analysis of Advertising’s Influence on Consumer Behavior Based on the Tracking Research Data
T2  - HSE Economic Journal 
IS  - HSE Economic Journal 
KW  - tracking study
KW  - advertising efficiency
KW  - hierarchy effects models
KW  - brand health
KW  - pseudo-panel
KW  - clutter
AB  - The article is devoted to classical tracking data analysis conducted to obtain the role of consumer experience, advertising awareness of the brand and competitors’, reputation and others in potential demand driving. One of the key research’ outcomes is approach verification, which allows obtaining hierarchy effects chains for particular brand considering tracking data specific.The article includes tracking studies methodology detailed explanation and shows its role in marketing planning process. Applied brand health analysis methods rooted in hierarchy effects theory are discussed. Special focus is made on actionable recommendations providing, targeted to advertising efficiency increase.
AU  - Nadezhda Ivanova
AU  - Tatyana Ratnikova
AU  - Ekaterina Trutneva
UR  - https://ej.hse.ru/en/2010-14-2/26550014.html
PY  - 2010
SP  - 160-184
VL  - 14