The ROI ratio

Cheryl Idell and Craig Gugel

The authors recently analyzed the audience delivery patterns of sixty different media schedules each comprising three media elements - one primetime network television program, one national consumer magazine and one national consumer website.

The ROI Ratio

Assessing individual media impact on cross-media advertising campaigns

Craig GugelOptimedia International U.S, Inc. andCheryl Idell Intermedia Advertising Group, Inc.

The ROI Ratio: Assessing Individual Media Impact on Cross-Media Advertising Campaigns

'Profit is a must. There can be no security for any employee in any business that doesn't make money.' Duncan C. Menzies

Never has pressure been more intense on the advertising and marketing communications industry to document financial return...

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