Miller, Laura J. (author), Schwab, Charles V. (author), and Iowa State University, Ames, IA
Format:
Conference paper
Publication Date:
1993-05
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 93 Document Number: C07026
Notes:
James F. Evans Collection, Mimeographed, 1993. 17 p. (Paper presented at the 1993 International Agricultural Communicators in Education conference; 1993 May 8-12; Miami, FL)
Schultz, Don E. (author), Wang, Paul (author), and Medill School of Journalism, Northwestern University, Evanston, IL
Format:
Conference paper
Publication Date:
1993
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 96 Document Number: C07638
Notes:
James F. Evans Collection, Mimeographed, 1993. 24 p. Paper presented at AEJMC Conference, Special Topics, Advertising Division, Kansas City., This paper presents a conceptual approach to measuring the ROI (return on investment) of various forms of marketing communications efforts for a product or service. It is based on a behavioral segmentation process using the Integrated Marketing Communications approach. The process includes the key strategic factors of customers, competitors and the company. The approach is suitable for any type of product or service for which some type of database information is available. A spreadsheet illustrates the process. (author)
Donnellan, LaRae M. (author / Professor and Head, Agricultural Communications Center, University of Idaho)
Format:
Conference paper
Publication Date:
1993-05
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 93 Document Number: C07028
Notes:
James F. Evans Collection, Mimeographed, 1993. 12 p. (Paper presented at the 1993 International Agricultural Communicators in Education conference; 1993 May 8-12; Miami, FL)