Abstract:

This paper first discusses the theory of measuring the returns on media investment, as well as some of the problems which arise when one wants to use it practically. Then, we present Media Observer, a tool developped by The Media Partnership Research for measuring the media Roi, and accordingly to adjust the media plan of future advertising campaigns. This paper was jointly written by TMPR in Holland, Germany and France, which have been using Media Observer for their clients for over three years.