TY - JOUR T1 - Evaluating Return on Investment of Multimedia Advertising with a Single-Source Panel: A Retail Case Study JF - Journal of Advertising Research JO - J Advert Res SP - 262 LP - 270 DO - 10.1017/S0021849904040309 VL - 44 IS - 3 AU - Joan Fitzgerald Y1 - 2004/09/01 UR - http://www.journalofadvertisingresearch.com/content/44/3/262.abstract N2 - 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. ER -