Does advertising pay?

Steve Jagger and Peter Klein

The authors discuss the importance of assessing advertising effectiveness and relating this to return on investment.

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,...

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