Should I target profits, sales or awareness? Does it matter?

Andrew Green

The term 'ROI' can mean a multitude of things in an advertising and marketing context, and in a sense this is necessary depending on what exactly it is that brand owners want to measure.

Should I target profits, sales or awareness? Does it matter?

Andrew GreenZenithOptimedia

BACKGROUND

The term 'ROI' is bandied about freely by people trying to sell almost anything in the advertising and marketing business: by media owners pitching a new idea, by agencies hawking a new service or by marketers vying for new funds from their finance directors.

In one sense there is nothing wrong with this: the R in ROI can be whatever somebody wants it to be. If the most important goal for a brand is to ensure it is everybody's favourite or the first one people think...

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