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14: ROI - msnbc.com Decides if the Campaign Worked

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    • Anonymous
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    • 14.1: Chapter Introduction
      This page evaluates the effectiveness of advertising in driving actions like selling products or influencing behavior. It highlights SS+K's campaign for msnbc.com, which seeks to boost brand awareness and traffic. Insights from Amit Nizan and Michelle Rowley in a video detail the campaign's outcomes and external factors affecting its success.
    • 14.2: ROI - Show Me the Money
      This page emphasizes the significance of Return on Investment (ROI) in advertising for justifying expenditures through measurable metrics. It highlights the connection between brand equity and campaign effectiveness, using msnbc.com's campaign as a case study. The challenges of quantifying advertising impact, especially in long-term branding, are discussed, alongside the skepticism from financial executives.
    • 14.3: ROI for Broadcast and Print Media
      This page addresses the challenges faced by traditional broadcast media in showing the effectiveness of advertising amidst evolving consumer habits and fragmentation. It introduces CPM as a benchmark, while noting its limitations in ROI measurement. The text emphasizes shifts to digital advertising and mentions new Nielsen initiatives for out-of-home viewing data.
    • 14.4: ROI for Alternative Media
      This page addresses the evolving advertising landscape, highlighting the significance of alternative media due to traditional clutter. It covers point-of-purchase advertising, the rise of online video ads like advergaming, and the necessity of measuring campaign effectiveness through various metrics. The integration of direct marketing allows for immediate tracking, though caution is advised against focusing solely on short-term gains.
    • 14.5: Exercises
      This page covers essential concepts for selecting media in client messaging, including metrics for assessing marketing effectiveness, such as ROI and CPM. It explores methods for evaluating campaign success through case studies and discusses practical applications like ad analysis and point-of-purchase strategies. Additionally, it addresses ethical dilemmas in digital media, highlighting the significance of metrics and ethical considerations in advertising strategies.

    This page titled 14: ROI - msnbc.com Decides if the Campaign Worked was last modified on Fri, 21 Aug 2026 21:15:16 GMT and is shared under a CC BY-NC-SA license and was authored, remixed, and/or curated by Anonymous via source content that was edited to the style and standards of the LibreTexts platform.