For 10 years, Infratest has been continuously investigating the relevance of building society advertising for the LBS in North Rhine-Westphalia. It is shown that the question commonly used in such advertising tracking studies is problematic and how it could be improved. The experience from more than 120 ad post tests integrated into this tracking study has been systematically summarized in an "electronic ad handbook". This has made it possible to analyze new ways of understanding the operation of print advertising in the home loan market. The practical significance of this advertising research for LBS communication policy is illustrated by concrete examples.