W 6:00-8:45 Measurement of Return on Marketing Investment – Discussion Questions

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1. What is the most compelling justification for attempting to calculate a return on marketing investment? a. The most compelling justification for attempting to calculate a Return on Marketing Investment (ROMI) is the discontent with traditional metrics, which does not allow managers to assess the future performance of their firm at any moment. While the traditional accounting methods are good to measure past performance and financial stature, it does not allow for managers to see the impact or value that marketing has on the bottom line. For a manager to evaluate the impact of marketing they will need view the current marketing expenditures, sales, and profits to make a conscious decision on what methods are working. While I think placing marketing as an investment is a good concept, determining the value is too biased without a common measurement between all companies in a similar industry. Without understanding the current value of marketing, the marketing budget will be one of the first items cut when the business is in a downturn. Technology in all industries has increased dramatically over the past 10 years so being able to understand the current value of marketing methods should not be as strenuous as it has been in the past. 2. From an accounting prospective, what potential problems ensue from this calculation? a. From an accounting prospective, the major problem with the calculations mentioned in the article is determining the rate of return and length of the marketing investment. While the initial value of the “investment”, i.e. marketing expense, can be easily determined, determining the real value after the investment has been made has the potential to be biased without a commonly used measurement. The value of the investment could also fluctuate from year to year based on the companies’ profitability even though marketing had not direct

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