[1] While the longitudinal design has long been used in the scientific community as a way of overcoming the problems inherent in cross-sectional or matched sample studies, Communicus has pioneered its use in the field of advertising research.
[2] For the analysis to be successful, the researcher must be able to accurately divide the longitudinal panel into those who have seen the advertising in-market versus those who have not.
[3] The measurement technique involves limited recognition cues that access one's long-term memory.
The results of these studies can be used by the advertiser to estimate the Return on Investment (ROI) generated by the advertising, and to make changes to the campaign that are designed to improve future effectiveness and ROI.
Juicing the Orange: How to Turn Creativity into a Powerful Business Advantage.