Integrated multichannel communication strategies: Evaluating the return on marketing objectives––the case of the 2004 Ford F-150 launch

Companies have made major improvements in improving the ROI in areas such as production, logistics, and services. However, examining the productivity of marketing has long been ignored and has led many companies to view it as an expenditure that can be cut in difficult economic times. Calculating ROI for marketing expenditures such as media can help marketers defend their decisions, allocate limited resources the most profitably, and perhaps obtain larger budgets. In the study presented here, we perform a cross media analysis to compare interactive and traditional media.The Ford F-150 is used as a case example to illustrate how effectively comparing media results can improve resource allocation and maximize productivity from media expenditures.