A quantitative technique for measuring advertising effectiveness, usually in the minds of the target audience. Tracking measures are primarily awareness and perception of brand as promoted by an advertising campaign. One of the primary measures is the respondents' ability to recall the advertising that promoted the brand, and their interpretation of the messages or points in the advertising campaign. Ultimately, the advertiser is attempting to create preference for the brand in the minds of the target audience—so preference and consideration relative to competing brands is also measured. See also advertising.