Response Mechanisms—The Key to ROI
http://www.iabc.com/cwb/archive/2004/0804/responsemech.htm

Elrick, Merry
Communication World Bulletin
2004

Abstract:

ROI still eludes many B2B communicators, despite the increasing pressure to prove it. What is the amount of revenue your company gains as a result of your communication after you’ve subtracted expenses? This is especially good to know if you integrate your marketing communication. What part of the mix is working, and what isn’t? If you know that, you can eliminate the duds and rev up the elements that really bring in revenue. Ultimately, over time, you can increase the return on your marketing investment by knowing how well the components of your program perform.