Measuring the return on investment for advertising and other forms of marketing communications using an integrated marketing communications planning approach

    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    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
    Subject Term:
    advertising research, campaign planning, communication planning, marketing information, and marketing research
    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)

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