The hardest thing when embarking on any marketing campaign is knowing that your dollars are effectively spent. This includes everything from advertising on T.V, on the Radio, in the newspaper and of course when handing out corporate gifts and promotional items. To use a technical term Return on Investment or (ROI) for short is extremely hard to guage. For example how can you adequetely attribute to your 10% increase in sales as directly caused by an advertising campaign that you ran for 2 months in a magazine? Or conversely what if that campaign coincided with a 10% decline in sales? Was it because the advertisement turned customers off your product or did the advertising campaign actually help minimize what otherwise would have been a 20% decline?