Are Companies Getting Their Money's Worth?

Joanne Davis

This article addresses the thorny issue of adverting accountability and asks what is being done and what should be done to improve accountability standards.

Are Companies Getting Their Money’s Worth?

Advertising accountability: more, faster, better

Joanne Davis, Joanne Davis Consulting Inc

$494.1 billion is the total worldwide projection for 2001 advertising spending, according to Robert J. Coen, SVP Director of Forecasting, Universal McCann. With world advertising spending approaching the half trillion-dollar mark, we hear more and more advertisers and communications firms asking about ROI, or the return on investment.

With the slowing of the economy and the business press full of reports on the continuation of corporate earnings warnings, the questions are getting tougher. Accountability standards are increasing for large corporate expenditures...

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