Starch Research to launch expanded ROI research tool in Canada

Starch Research Services Ltd. of Canada and its parent firm GfK MRI are launching a syndicated magazine ad return on investment (ROI) measurement service this month in Canada called StarchMetrix, according to a story in MediaDailyNews.It will measure advertising readership and effectiveness -- much as traditional STARCH reports do -- but will go beyond ad noting, branding and reading to measure