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| Author: | Briggs, R. |
| Title: | Quantifying marketing ROI: the Philips journey |
| Journal: | Admap
2006 : FEB, VOL. 41:2 (469), p. 18-22 |
| Index terms: | advertising campaigns advertising media quantity return on investment |
| Language: | eng |
| Abstract: | Can you tease out cause and effect for each bit of your campaign mix? It can be done with good research design, and this article tells how. It also explains the thinking behind the leading cross-media campaign evaluation tool. |
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