PT  - JOURNAL ARTICLE
AU  - Joan Fitzgerald
TI  - Evaluating Return on Investment of Multimedia Advertising with a Single-Source Panel: A Retail Case Study
AID  - 10.1017/S0021849904040309
DP  - 2004 Sep 01
TA  - Journal of Advertising Research
PG  - 262--270
VI  - 44
IP  - 3
4099  - http://www.journalofadvertisingresearch.com/content/44/3/262.short
4100  - http://www.journalofadvertisingresearch.com/content/44/3/262.full
SO  - J Advert Res2004 Sep 01; 44
AB  - Retail marketers' understanding of radio and television advertising campaigns' impact on retail store visits would be a major breakthrough in evaluating return on media investment. This article presents results from pilot research using Arbitron's Portable People Meter (PPM[sup SM], a mark of Arbitron Inc.)--a unique audience measurement system that enables radio, broadcast television and cable television usage, and retail store visits to be captured from a single-source national panel of consumers. The pilot research indicates that retail store visits correlated with media advertising exposure, illustrating the promise of a single-source research panel to measure ROI in terms of store visit behavior, an important driver of retailer financial results.