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About Difficulty of Measuring Marcom Effectiveness: Notes
The document discusses measuring the effectiveness of marketing communications (marcom). It explains that marcom's objective is to affect sales volume and revenue. Return on marketing investment (ROMI) measures whether marcom generates a reasonable revenue return. While most marketing executives agree on the importance of measuring effectiveness, it is difficult due to obstacles in identifying metrics, getting agreement on measures, gathering accurate data, and determining the exact effects of specific marcom elements. Marketing mix modeling uses statistical techniques to estimate the effects of different advertising, promotion, and other marcom activities on sales volume.
Detailed Information
| Author: | ['Anshul Sharma'] |
|---|---|
| Publication Year: | 2021 |
| Pages: | 1 |
| Language: | English |
| Format: | |
| Price: | FREE |
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