Advertising, Branding and PR ROI

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Marketing Calculator: Measuring and managing your return on marketing investment

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Achieving improved marketing ROI is critical to helping a company's meet its strategic and financial objectives. This book helps senior managers look at Marketing in a whole new light, one comprised of delivering superior metrics, accountability and ROI.

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Section 1 - Introduction

Chapter 1	What is ROMI? Marketing Expenditures Are Investments To Drive Future Revenue The Elements Of ROMI

Chapter 2	Who should read this book?

Chapter 3	What’s in it for me?

Chapter 4	Why should I change what I'm doing? ROMI And The Sales Team ROMI And Sales Support Activities ROMI And Brand Awareness

Section 2 - Marketing as an Investment

Chapter 5	How do you determine the proper level of investment in marketing? Marketing Programs And Risk Using ROMI To Compare Marketing Programs ROMI And Program Risk/Uncertainty Calculating ROMI With Fixed And Variable Costs

Chapter 6	What is accountability in marketing? ROMI For Complex Marketing Programs

Chapter 7	How do you measure the return on less certain, higher risk programs? Non-Revenue Value Of Brand Awareness Brand Awareness And The Value Of A Touch PR, Advertising and ROMI PR and ROMI Negative Aspects Of PR And Advertising Brand Awareness Accuracy Contributors to Brand Awareness Measuring ROMI for Brand Awareness Campaigns

Chapter 8	How do you determine the ROMI hurdle rate for different kinds of marketing programs? Calculating The ROMI Hurdle Rate Planning For Potential Miscues In Marketing Fixed Costs In Marketing Revenue Based ROMI vs. Margin Based ROMI

Chapter 9	How does ROMI affect competitiveness? ROMI and ‘Sunk Costs’ Competing With Different ROMI Hurdle Rates

Chapter 10	How do marketing funds need to be split between different types of marketing programs? Crossover In Marketing Programs Blocking The Competition Trial Marketing Programs

Section 3 – Accountability & Measurement

Chapter 11	What tools are required to provide real accountability? Assigning Costs To The Proper Cost Centers Using Accrual Based Accounting For Marketing Expenses Tracking Revenue By Marketing Program ROMI And Tracking Costs ROMI Over Time For New Products ROMI and Budgeting A Tiered Approach To Incentives

Chapter 12	How does marketing get feedback from sales, when it is seen as a waste of time?

Chapter 13	What does it take to reach marketing Nirvana?

Chapter 14	How does ROMI apply to the marketing team? Implications For Mid-Level Marketing Professionals ROMI And The Interview Process

Section 4 – Conclusion

Chapter 15	Putting it all together Low Risk Programs Moderate Risk Programs High Risk Programs

Appendix	Sample ROMI Hurdle Rate Calculation Worksheet Sample ROMI Calculation Worksheet – Direct Mail

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