Marketing ROI
Article Abstract:
Goal setting, costs allocation and results monitoring are the three elements that determine the return on investment (ROI) of newspapers' marketing programs. The ROI process starts with the establishment of specific marketing goals. These could be the retention of weekend-only subscribers who pay with a credit card or heightened awareness among women from 35 to 49 years on a new food section. On the other hand, the monitoring of results do not need the use of sophisticated software. For instance, a major East Coast newspaper conducts the task using Excel spreadsheets and ordinary desktop PCs.
Publication Name: IDEAS
Subject: Business
ISSN: 0896-1441
Year: 1999
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Series of ads help promote both sides of real estate
Article Abstract:
The Miami Herald newspaper implemented a marketing campaign aimed at increasing the awareness of both advertisers and readers to the newspaper's Real Estate section. The campaign, which was very well received by its intended audience, almost immediately resulted in an increased advertising volume for the specific section. The Miami Herald also reports the continuing positive effect of the campaign despite the fact that it has already been concluded.
Publication Name: IDEAS
Subject: Business
ISSN: 0896-1441
Year: 1999
User Contributions:
Comment about this article or add new information about this topic:
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