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 (PPMSM, 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.
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Volume (Year): 44 (2004) Issue (Month): 03 (September) Pages: 262-270 Download reference. The following formats are available: HTML
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