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Return on marketing investment
Return on marketing investment (ROMI) is the contribution to profit attributable to marketing (net of marketing spending), divided by the marketing 'invested' or risked. ROMI is not like the other 'return-on-investment' (ROI) metrics because marketing is not the same kind of investment. Instead of money that is 'tied' up in plants and inventories (often considered capital expenditure or CAPEX), marketing funds are typically 'risked.' Marketing spending is typically expensed in the current period (operational expenditure or OPEX). The idea of measuring the market’s response in terms of sales and profits is not new, but terms such as marketing ROI and ROMI are used more frequently now than in past periods. Usually, marketing spending will be deemed as justified if the ROMI is positive. In a survey of nearly 200 senior marketing managers, nearly half responded that they found the ROMI metric very useful.〔Farris, Paul W.; Neil T. Bendle; Phillip E. Pfeifer; David J. Reibstein (2010). ''Marketing Metrics: The Definitive Guide to Measuring Marketing Performance.'' Upper Saddle River, New Jersey: Pearson Education, Inc. ISBN 0-13-705829-2. The Marketing Accountability Standards Board (MASB) endorses the definitions, purposes, and constructs of classes of measures that appear in ''Marketing Metrics'' as part of its ongoing (Common Language in Marketing Project ).〕
==History==
The relatively young ROMI concept first came to prominence in the 1990s. The phrase "return on marketing investment" became more widespread in the next decade following the publication of two books ''Return on Marketing Investment'' by Guy Powell (2002) 〔Powell, Guy R., ''Return on Marketing Investment: Demand More From Your Marketing And Sales Investments'' (2003) RPI Press. ISBN 0-9718598-1-7〕 and ''Marketing ROI'' by James Lenskold (2003).〔Lenskold, James, ''Marketing ROI: The Path to Campaign, Customer, and Corporate Profitability'' (2003) McGraw-Hill ISBN 0-07-141363-4〕 In the book "What Sticks: Why Advertising Fails And How To Guarantee Yours Succeeds," Rex Briggs suggested the term "ROMO" for Return-On-Marketing-Objective, to reflect the idea that marketing campaigns may have a range of objectives, where the return is not immediate sales or profits. For example, a marketing campaign may aim to change the perception of a brand.〔2006 What Sticks, Kaplan ISBN 1-4195-8433-2〕
抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』
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