As noted in the chapter, there is an increased emphasis on the determination of ROI. Discuss some

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As noted in the chapter, there is an increased emphasis on the determination of ROI. Discuss some of the reasons leading to this increase in attention. Why is it so difficult to measure ROI?

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Advertising and Promotion An Integrated Marketing Communications Perspective

ISBN: 978-1260152302

11th Edition

Authors: George E Belch, Michael A Belch

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Question Posted: Jun 11, 2019 11:36 AM

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As noted in the chapter, there is an increased emphasis on the determination of ROI. Discuss some

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For years marketers have wondered about the impact of their promotional expenditures While some media like direct marketing and sales promotion could ...View the full answer

Advertising and Promotion An Integrated Marketing Communications Perspective

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