Evaluating return on investment of multimedia advertising with a single-source panel: a retail case study

Retail marketers' understanding of radio and television advertising campaigns' impact on retail store visits would be a major breakthrough in evaluating return on media investment.

Evaluating Return on Investment of Multimedia Advertising with a Single-Source Panel: A Retail Case Study

Joan FitzgeraldArbitron, Inc

A MAJOR CHALLENGEfor marketers is understanding the return on investment of their radio and TV advertising campaigns. In...