TITLE

Tracking puts marketing on rough terrain

AUTHOR(S)
Bing, Jonathan
PUB. DATE
May 2006
SOURCE
Daily Variety;5/16/2006, Vol. 291 Issue 32, p2
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article discuses the use of tracking which is a Hollywood research tool invented to manage marketing campaigns. The tracking providers are the NRG, MarketCast and OTX companies wherein every Friday morning they gathered several weeks of customer surveys to predict about the weekend box office in which sometimes these predictions are uncanny in accuracy. But, like political polls, tracking is an essential tool for marketer that allows them to measure and pull off their advertisement campaigns.
ACCESSION #
20868429

 

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