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Research papers

Evaluating the ROI of radio and billboards

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...

Catalogue: ESOMAR/ARF WAM Conference 2003: Media Mix
Authors: Brian Cusick, Rick Abens
Companies: Nielsen, Kraft Heinz Company
June 18, 2003
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Citation

Cusick and Abens (2003a, June 18). Evaluating the ROI of radio and billboards. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/evaluating-the-roi-of-radio-and-billboards