Abstract:
This paper reviews an analysis done on a billboard and radio advertising campaign in the fast moving consumer goods industry. The analysis uses multivariate regression to quantify the Return On Investment from advertising. The findings indicate that the advertising program as a whole provided a return slightly below that of the average marketing alternative for this brand. However, the return on billboards alone was extremely high. Additional focus is also placed on the importance of the working relationship between the analytical provider and the client.
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