Average return on investment on indirect marketing (billboards, print, broadcasting (radio/TV)) channel marketing/sales campaigns

This measure calculates the average return on investment (ROI) for indirect marketing/sales campaigns (e.g., billboards, print, radio/TV broadcasting). ROI is defined as the amount of gain made by an investment relative to the cost of the investment. This measure is part of a set of Cost Effectiveness measures that help companies understand all cost expenditures related to the process "evaluate and prioritize market opportunities."

Benchmark Data

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Measure Category:
Cost Effectiveness
Measure Id:
104756
Total Sample Size:
727 All Companies
Performers:
25th
Median
75th

Compute this Measure

Units for this measure are percent. Higher values are better.

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Average return on investment for marketing/sales campaigns for the indirect marketing channel

Key Terms

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Cost Effectiveness

Cost effectiveness measures are those in which two related variables, one of which is the cost and one of which is the related outcome related to the expenditure are used to determine a particular metric value.

Measure Scope

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Cross Industry (7.2.1)

  • 3.1.2.1 - Quantify market opportunities (10116) - Attaching quantifiable indicators to opportunities that have been identified in the market. Compute estimated figures of the approximate value that can be captured with the provision of existing products/services (i.e., the extent of financial benefits that can be reaped in the market).
  • 3.1.2.2 - Determine target segments (10117) - Identifying the targeted segment of customers. Deduce those particular customer segments that are to be targeted from among the market segments.
    • 3.1.2.2.1 - Identify under-served and saturated market segments (18941) - Determining which groups of potential customers do not yet, or already do have access to the product or a service that the company produces or markets. Use those findings to create specialized product offerings and differentiated marketing campaigns.
  • 3.1.2.3 - Prioritize opportunities consistent with capabilities and overall business strategy (10118) - Creating an index of market opportunities, and arrange them in order of preference. Prioritize based on the opportunities' adherence to the overall business strategy. Correlate with the competencies and capacities that the organization, as a whole, processes.
  • 3.1.2.4 - Validate opportunities (10119) - Confirming the practicability and reasonableness of the market opportunities that have been identified. Give substance to the real-time feasibility of the market opportunities.
    • 3.1.2.4.1 - Test with customers/consumers (10120) - Validating identified market opportunities by testing company's offerings on limited-size samples of the consumer population that are hypothesized to be representative of the target market at large and to have similar purchasing behavior. The feedback gained through consumer testing can be used to modify or reject product offerings before their full scale launch, saving the company valuable resources, should the initial offering not be successful.
    • 3.1.2.4.2 - Confirm internal capabilities (10121) - Verifying that the company has sufficient infrastructure and resources to deliver their offerings in a timely and cost-effective manner, and that it is able to scale up from the small-scale market samples, used for consumer testing, to the entire identified market segment.