Does advertising pay?
Measuring your advertising's effect on sales and profits
Peter KleinMSW
and
Steve JaggerMSW
How often have you asked yourself the question, 'Does my advertising provide a fair return on investment?'
U.S. companies spend $90 billion per annum on media advertising. (Ad Age, July 2002) They do so in the belief that advertising will:
- Generate brand awareness
- Modify or strengthen brand associations and, ultimately,
- Help SELL the brand...
But just selling is often not enough. All advertising and other marketing efforts must sell profitably,...