return on advertising spend

Original Research — -“Yes, Advertising Works” – CBS, Meredith, Nielsen Catalina, Yahoo, Sequent Partners

Advertisers want to invest their media dollars where they will drive the highest returns. Over the past ten years, Nielsen Catalina Solutions has delivered over 2,200 consumer package goods Sales Effect studies. The goal of this research is to determine the incremental in-store sales lifts driven by advertising, as well as to understand the key drivers of the campaign so that the advertising can be improved over time.

Among the issues that will be discussed are:

  • Can you create a true “average” for the ROAS (return on advertising spend) or should we only provide guidance?
  • How do we make choices as to “what’s in or out” in order to have a fair comparison?

For more information visit Audience Measurement.

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