In Search of Advertising ROI: The Impossible Dream versus “Bounded Rationality”
Gale Metzger
Advertising Research Foundation
What do we know about the payout from advertising investments? Well-schooled advertisers know their general return, and they learn more with every ad campaign that is properly planned and tracked.
In 1961, the Association of National Advertisers published a manual, Defining Advertising Goals for Measured Advertising Results [DAGMAR], which provided an informed method to knowing advertising’s return on investment (ROI). DAGMAR was so popular that it was reprinted nine times; not good enough, however, to satisfy those who search for a...