Managing communications ROI

Don Sexton

In this article on managing the communications function the author discusses the need to justify expenditure in terms of return on investment.

managing communications rOI

Don SextonColumbia University, The Arrow Group

For several years now marketing and communication managers have been feeling the pressure to justify their expenditures in terms of returns. In today's competitive environment, such pressure is certainly expected and reasonable, but often marketing and communications managers have not been able to provide the answers required. Setting communications budgets effectively requires an answer to the question: 'What is the return on the communications investment?'

Determining Communications Investments

Many practitioners, and most marketing textbooks, suggest three different ways to determine the communications budget and none involve communications ROI. The...

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