Click on the title link to a "sortof-kindof" perspective from one media industry professional's take on the concept of ROI...and how he connects the immediate gratification mindset of Wall Street-centric appetite for immediate return to the same(misguided) goals of advertisers and marketers that expect a genie to jump out of the black box of advertising tricks.
I'll be Switzerland on his particular viewpoints--as I'm of the belief that responsible marketing needs to connect the tag line to the bottom line..but I'd concur that any strategy needs to appreciate the concept of 'sales cycle'..and part of the cycle, regardless of the ad strategy, includes a resonation period...and advertising (and sponsorship initiatives) is merely a component that ultimately (not immediately) leads to measurable sales results.
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