Should I target profits, sales or awareness? Does it matter?

Andrew Green

The term 'ROI' can mean a multitude of things in an advertising and marketing context, and in a sense this is necessary depending on what exactly it is that brand owners want to measure.

Should I target profits, sales or awareness? Does it matter?

Andrew GreenZenithOptimedia

BACKGROUND

The term 'ROI' is bandied about freely by people trying to sell almost anything in the advertising and marketing business: by media owners pitching a new...

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