White Papers

Return on Investment for Political Marketing

Overview The paper examines the marketing activities of the Australian political parties particularly related to campaign planning. The research was focused on what use was made historically within the parties of marketing metrics such as Return on Investment (ROI). By answering the research question regarding the use of a ROI measure for the effective use of advertising campaigns the contribution to knowledge will take the form of advancement to the extant literature on political advertising.

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Publisher: Australian National University
File Format: PDF
Date Published: Mar 7, 2009
Format: White Papers
Topics: ROI - TCO

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