haku: @indexterm ADVERTISING / yhteensä: 1883
viite: 361 / 1883
Tekijä: | Ambler, T. |
Otsikko: | ROI is dead: now bury it |
Lehti: | Admap
2004 : SEP, VOL. 39:8 (453), p. 43-45 |
Asiasana: | advertising marketing return on investment |
Kieli: | eng |
Tiivistelmä: | How can marketers provide accountability? This article argues that ROI should not be used as an advertising metric - it is seriously flawed. Rather, profit and brand value should be key. |
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