Many folks don’t know they are supposed to track the return on their invested marketing dollars. Those who have an idea they’re supposed to do this, they’re not usually sure where to begin. Many struggle with advertising here or there, and end up never knowing what has worked and what hasn’t or why. Eventually, they begin to develop advertising apathy. They’re frustrated that sales aren’t going the way they want, they’re out of ideas, they’re unsure about how to proceed (or even if they should proceed!) By using surveys and other means of testing for market response to your efforts, you can begin to shed light on your effectiveness.

(*ROI - Return on Investment)