Evaluating Return on Investment of Multimedia Advertising with a Single-Source Panel: A Retail Case Study
Joan FitzgeraldArbitron, Inc
A MAJOR CHALLENGE for marketers is understanding the return on investment of their radio and TV advertising campaigns. In the retail industry, marketers' understanding of the extent to which radio, broadcast television, and cable television advertising campaigns drive visits to retail stores would be a major breakthrough in evaluating the return on media investment.
This article presents results from pilot research studies conducted in 2003 by Arbitron Inc., an international media and marketing research firm serving radio and television...