Consumer Marketing Programs Success Measurement and ROI

STUDY OVERVIEW
BENCHMARK CLASS
SPECIAL OFFER

Set strategic time frames to realize return on investment in order to increase
an organization’s flexibility in the market.
Identifying a clear timeframe in which to judge the ROI of a specific marketing
campaign is a critical step in the consumer marketing process. Each benchmark
partner interviewed emphasized the importance of setting a realistic schedule
to realize the return on investment for consumer marketing spends, agreeing
that companies can expect results relatively soon after a direct-to-consumer
campaign is launched.

Company D evaluates ROI in a variety of ways – examining sales increases,
market interest, and brand awareness – and establishes a time frame for each
measure. Consumer marketing teams expect to see improvements in sales and a
jump in consumer interest for the drug three to four weeks after an advertising
campaign begins. Brand awareness and general market hype for a drug are
inspected daily through direct responses from physicians and consumers ...

Industries Profiled:
Miscellaneous

Companies Profiled:
A Leading Pharmaceutical Firm

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Measuring Success of Consumer Marketing Programs -- Part 1

ID: 3659

Features:

Words: 850

Published: Pre-2019

Delivery Format: Online

RELATED RESEARCH

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