How do I determine/calculate my return on investment for a marketing expense?

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Request for Question Clarification by omnivorous-ga on 15 Mar 2004 15:13 PST

Fpemwr --

Investment in marketing is generally measured against the increase in
sales during a promotional period, though there are some problems with
it, including:
*  marketing expenses have a half-life, with returns tailing in long
after most expenses occur
*  'branding' for repeat purchase behavior is really a separate
investment-return issue, as it encourages return purchases over a long
period of time.

Can you be more specific about what you're considering for your
marketing expenditures?

Best regards,

Omnivorous-GA