University of Central Florida (UCF) MAR3023 Marketing Exam 5 Practice Exam

Understanding the calculation of return on marketing investment (ROMI) is essential in evaluating the effectiveness of marketing efforts. ROMI is typically calculated by comparing the revenue generated from marketing activities to the costs associated with those activities.

Sales revenue generated by the ad is a critical component because it directly reflects the financial return from the marketing investment. By assessing the revenue attributed to a specific ad or campaign, a marketer can ascertain how much income was generated as a result of the marketing expenditures. This revenue figure allows for a straightforward calculation of ROMI, leading to insights about the profitability and efficiency of marketing strategies.

The other options, while they may provide useful insights into the broader marketing strategy or effectiveness, do not directly contribute to the financial metrics required for ROMI calculation. Total advertising impressions, customer feedback scores, and the number of advertisements run can help gauge brand awareness or customer sentiment, but they do not provide the necessary financial data needed to assess the direct impact of marketing expenditures on sales revenue.