Return to Advertising


Ian Rheeder is looking for data or papers on the return on advertising investment for fast moving consumer goods

Looking for statistics/white papers on how FMCG advertising links to the bottom line (i.e. what are typical response rate % on campaigns, Share of Voice increase = increase in market share, ARS/likeable adverts = % more sales, etc). Basically validated statistics to show marketing return on investment.

Ian Rheeder (South Africa, Gordon Institute of Business Science).