You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract Seeking ROI? Kick-start Efforts With Pilot Projects When Budgets Are Tight, Test on Small Scale and Roll Out Wide to Maximize Returns By Leslie Moeller, Published on September 28, 2009 11 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Register Now Already a member? Log in.