MARKETING TERM of the WEEK: De Rigeur Disclosures Edition

Which two of the following metrics are unlikely to be found in a company’s annual report?

ROS        EVA        ROI        ROAS         MROI

ANSWER

ROAS (Return on Ad Spend) and MROI (Marketing Return on Investment), because complete marketing budgets are rarely disclosed in annual reports. ROAS (Return on Sales), EVA (Economic Value Added), and ROI (Return on Investment) are disclosed because they are financial metrics. [Thanks to Professor Paul Farris for this week’s question!]

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