P&G Measures Up: How the Consumer Giant Cracked the PR Measurement Code

Procter & Gamble made headlines when it proved the connection between PR and sales, using a marketing-mix modeling formula devised by the company. In three of the 6 brands tested, PR had the highest ROI, in the other three it was second. These outstanding results have validated what this industry already knew - that PR is a powerful tool to drive busines results. But getting to this point was no easy task for P&G. This audio webcast will feature the individuals who designed P&G's measurement system. Not only will they explain the background and process, but they will also talk about the implications of the research on P&G's marketing plans ...