Abstract

The caselet explores the increasing focus of companies on measuring the effectiveness of their promotional activities. It discusses in detail the steps taken by Wipro, DHL and Xerox to measure the effectiveness of their respective communications campaigns. Finally, the caselet throws light on the importance laid by companies to measure the effectiveness of promotions, due to increasing pressure on margins and accountability to the top management, in terms of the Return on Investment (RoI) on the marketing expenditures.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Significance of Return on Investment (RoI) for measuring promotional effectiveness. Importance of using a logo to communicate a company’s image. Use of Information technology and processes like Six Sigma to measure promotional performance.

Keywords

DHL, Wipro, Xerox, Procter & Gamble, ORG MARG, General Motors, Daimler Chrysler, Six Sigma, Online Contest and Return on Investment (RoI)