Operators scrutinize ad dollars to maximize ROI

Like all restaurateurs, Dan McDonald wants to be sure he’s not wasting his marketing budget, especially in a year that looks as challenging as 2009 is projected to be.

But tracking the return on investment for all his advertising, including for local TV and radio spots, fliers and coupons, isn’t easy, he said. So he’s scouting out new ways to get the most bang for his advertising buck.

“With radio and TV, I don’t know how you measure it,” said McDonald, owner of a

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