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Return On Investment (ROI)No company can hope to remain viable or even grow, without closely monitoring the effectiveness of its advertising. In the current economy no corner of a company’s expenses is going without scrutiny, especially marketing and promotion costs. The negative results of making expenditures which do not contribute to profits are obvious. A company’s inherent marketing goal is to direct its efforts toward activities which produce a desired outcome, usually sales but could also include interim steps toward a sale, attendance at events, subscriptions, sample downloads and other such activities by its prospects.A popular method of measuring whether a firm is getting its money’s worth from promotions is by the calculation of Return on Investment (ROI). Return on Investment is a metric that measures profit associated with each investment. Although methods and approaches may vary