Abstract:

This paper traces the evolution of Advertising Tracking in India over the previous thirteen years or so. This evolution has been segregated into three stages: origin: characterized by pre and post-testing growth: characterized by quasi-continuous estuarisation: characterized by full-fledged continuous tracking. In order to fully understand each of these stages a description of the prevailing scenario, in terms of media environment, political sentiment, socio-cultural trends would be essential to link these with the relevant advertising research approach. Such an identification would be especially useful in designing suitable ad tracking systems and measures for most of the southeast Asian countries.