Is ROI Dead?
Mike Campbell Ninah Consulting
Tim Ambler argued in last September's Admap that ROI measurement of advertising effects is 'flawed, abused and misunderstood'.
The fundamental issue is that the true value of advertising is difficult to quantify and the effects that can be quantified do not usually 'cut it' in the eyes of the finance director. There is a critical issue of credibility for the advertising-evaluation industry. The marketing press is laden with comment about the...