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| Author: | Schultz, D. E. Cole, B. Bailey, S. |
| Title: | Implementing the "connect the dots" approach to marketing communication |
| Journal: | International Journal of Advertising
2004 : VOL. 23:4, p. 455-477 |
| Index terms: | Advertising Communication Measurement Effectiveness |
| Language: | eng |
| Abstract: | Measurement of the impact and effects of advertising and other forms of marketing communication have been long-time goals of most marketing organisations. The article reviews three basic marcom measurement models, i.e. return-on-investment (ROI), return-on-brand-investment (ROBI) and return-on-customer-investment(ROCI). |
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