search query: @indexterm return on investment / total: 664
reference: 2 / 664
| Author: | Taylor, C.R. |
| Title: | Editorial: Measuring return on investment from advertising: 'holy grail' or necessary tool? |
| Journal: | International Journal of Advertising
2010 : AUG, VOL. 29:3, p. 345-348 |
| Index terms: | return on investment advertising marketing communication marketing profitability |
| Language: | eng |
| Abstract: | This editorial reviews previous research on investment from integrated marketing communications. The writer has previously called for additional research on this area as a response to some simultaneous calls for examining promotional practices in a more holistic sense and paying more attention to financial returns from marketing. The recent studies have pointed out that the weight of existing evidence appears to argue that it is unlikely that a single metric can adequately capture marketing performance. |
SCIMA