the brand showed, looked like and the main points of the commercial Tracking Ad tracking or campaign tracking refers to techniques used to monitor the "in-market performance" of advertising. Ad tracking uses a combination of pre-testing and post-testing. Pre-testing is used to establish benchmarks against which the actual performance of a campaign can be measured during and after the campaign has run. A particular area of concern during an advertising campaign is the problem of advertising wear-out. When audiences are repeatedly exposed to the same message, the level of attention begins to plateau and eventually decays. Any further repetitions may cease to be noticed or may alienate target audiences. When wear-out occurs, additional advertising expenditure is simply wasted. One way that advertisers avoid wear-out is to use repetition with variation – that is, the use of different executions of the same message. Campaign tracking can assist advertisers to determine when to introduce a new execution of the same advertising message or to fine-tune the campaign. Advertising return on investment (ROI) Advertising return on investment (advertising ROI) is designed to ensure that the right advertising tactics were employed. Good measures of advertising ROI should consider both short term and long term measures. Online campaigns and co-operative advertising are useful for building sales, while television and PR are essential to long-term brand building and customer loyalty. Careers Advertising management is a career path in the advertising or marketing industries. Advertising and promotions managers may work for an agency, a public relations firm, a media outlet, or may be hired directly by a company to work in their in-house agency where they would take responsibility for communications designed to develop the company's brands or group of brands. In the agency environment, advertising managers are often known as account managers and their role involves working closely with client firms. In a marketing department, the advertising manager's position can include supervising employees, acting as a liaison between multiple agencies working on a project, or creating and implementing promotional campaigns. See also Advertising for special markets or products Advertising to children Advertising in the Middle East Political advertising campaign Cosmetics advertising Tobacco advertising Toy advertising Award winning campaigns Share a Coke Coca-Cola's Hillsong campaign Slip-Slop-Slap (Anti-Cancer Institute of Australia) Winner of the International Sulzberger Award, 2010 Influential thinkers in advertising and advertising research N. W. Ayer & Son - probably the first advertising agency to use