Advertising Promotion and Other Aspects of Integrated Marketing Communications 9th Edition by Terence Shimp, Craig Andrews

Exercise 2

Assume that your college or university has had difficulty getting nonstudent residents in the local community to attend basketball games. Your school's athletic director requests that an organization you belong to (say, a local chapter of the American Marketing Association) develop an advertising program that is to be targeted to local residents to encourage them to attend basketball games. What measures/metrics could you use to assess whether the advertising program you developed has been effective How might you assess the ad campaign's ROMI