Is ROI dead?

In a follow-up to Tim Ambler's article (Admap, September 04), Mike Campbell, deputy md of Ninah Consulting, argues that although the long-term effectiveness of advertising is well proven, calculating actual pay-back is more complex.

Is ROI Dead?

Mike Campbell Ninah Consulting

Tim Ambler argued in last September's Admap that ROI measurement of advertising effects is 'flawed, abused and misunderstood'.

The fundamental issue is that the true value of advertising is difficult...