"I meet a lot of CFOs and business people in general… and actually, they find it very convincing if you can say, ‘We’ve got some research that shows this [advertising] works, and then we’ve got over here some other research that shows that it will work best if we really go for it.’ That’s the sort of conversation that can be helpful."

Econometrician and Magic Numbers founder Grace Kite, in a recent interview with Marketing Week in which she talks about a new Advertising Research Community (ARC) study looking at return on investment of media spend. The Marketing Week story is titled, “ROI Rises When Advertisers Commit to Higher Media Spend, Study Shows.”