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| Tekijä: | Fitzgerald, J. |
| Otsikko: | Evaluating return on investment of multimedia advertising with a single-source panel: A retail case study |
| Lehti: | Journal of Advertising Research
2004 : SEP/OCT, VOL 44:3, p. 262-270 |
| Asiasana: | Advertising Advertising media Finance Investments Return on investment Retailing Case studies |
| Kieli: | eng |
| Tiivistelmä: | Retail marketers' understanding of radio and television advertising campaigns' impact on retail store (hereafter as: r-store) visits would be a major breakthrough in evaluating return on media investment. This article presents results from pilot research using Arbitron's Portable People Meter (PPM - a mark of Arbitron Inc.) a unique audience measurement system enabling radio, broadcast television and cable television usage, and r-store visits to be captured from a single-source (here as: s-src.) national panel of consumers. The pilot research indicates that r-store visits correlated with media advertising exposure, illustrating the promise of a s-src. research panel to measure return on investment (ROI) in terms of r-store visit behaviour, an important driver of retailer financial results. |
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