Specifications include, but are not limited to: Advertising Effectiveness & Return on Investment Study • Seasonal Campaigns (Fall, Winter, Spring/Summer), must include but not limited to: o Gauge advertising awareness of the campaign; o Measure the efficiency of the media investment; o Gather consumer reaction to the creative; o Assess advertising impact by comparing the perceptions and behaviors of those aware of the ads to the same measures among those not aware of the ads; o Quantify ad-influenced trips, visitor spending, and ROI; o Compare research results across market groups; and o Provide insights to guide marketing decision-making. • Joint Promotional Program o Using the same methodology for the seasonal campaign advertising effectiveness and return on investment study. Evaluate participant’s programs to determine the return on the state’s investment. • Annual Fiscal Year Return on Investment report.
