Measuring ROI - It's A Gas

L aura Kauffman

Discusses the difficulties of evaluating advertising expenditure on behalf of the national gas industry: the dependence on indirect measures such as awareness, sales of related equipment etc.

Measuring ROI – It's A Gas

A look at the advertising expenditure to 200 CEOs.

Laura KauffmanAmerican Gas Association

The struggle to determine ROI for advertising expenditures crosses all industries, no matter what type, no matter how big the budget, no matter how lengthy the time it takes to ascertain any result.

I've listened to large packaged-goods company executives discuss the difficulties. I've strained my ears to learn what the fast-food purveyors are doing to prove the effectiveness of their investments. And all along, I've been thinking to myself...if they only knew how much I envy them. Boy, do...

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