12 pages., Online via UI e-subscription., The author compiled restaurant sales and unit count estimates for 155 restaurant chains during 1981 through 1998. Unit-level sales and advertising expenditures were calculated by averaging annual system-wide totals by the number of units in operation during the year. Findings supported hypotheses that national advertising does not provide a positive return to advertising for many chain units and a larger proportion of chains exhibit a positive return to advertising at the system level than at the unit level.
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)
