Abstract
Here, we provide a full example of how the ROCI investment and measurement process works along with a hypothetical example. We illustrate our measurement process through a basic spreadsheet approach. An important part of this process is that it can be used either to calculate the actual return or to estimate in advance what the return might be using various “what if” scenarios. The approach is illustrated in Tables 1 and 2.
*The following information is provided courtesy of the Association of National Advertisers, Inc. Copyright 1997, Association of National Advertisers, Inc. All rights reserved. Reprinted by permission. The ANA book Measuring Brand Communication ROI, from which the rest of this chapter is taken, may be purchased online at www.ana.net.
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Kitchen, P.J., Tourky, M.E. (2022). ROCI Investment and Measurement Process: A Worked Example. In: Integrated Marketing Communications. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-76416-6_13
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DOI: https://doi.org/10.1007/978-3-030-76416-6_13
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Publisher Name: Palgrave Macmillan, Cham
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