Don't be scared: Having the ROI conversation with clients

Most organizations usually have some type of measurement program evaluation in place, e.g., many brands routinely conduct awareness, attitude and usage studies. From there, a conversation with the agency, client and the client's marketing-research function will go a long way in defining objecti...

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Bibliographic Details
Published in:Public Relations Tactics 2006-07, Vol.13 (7), p.14
Main Authors: Puckett, Joanne, Rockland, David
Format: Article
Language:English
Subjects:
Budgets
Marketing
Public relations
Online Access:Get full text
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Summary:Most organizations usually have some type of measurement program evaluation in place, e.g., many brands routinely conduct awareness, attitude and usage studies. From there, a conversation with the agency, client and the client's marketing-research function will go a long way in defining objectives and the roles the agency and market research will play in executing an ROI measurement program.
ISSN:1080-6792