CINCINNATI: A new internal measurement tool developed by Procter & Gamble has shown a greater ROI from PR than other marketing disciplines in four of the six brands tested.

P&G developed the tool, called PREvaluate, during 18 months of research into brands where marketing-mix modeling could be applied,said Hans Bender, manager of external relations at P&G,who was also involved in the research. It measures PR efforts in the context of other marketing efforts such as advertising.

Bender added that the tool incorporates detailed analysis, ...