This is the eBook version of the printed book. For the assessment of the promotion or advertising effects, it is desirable to know the “lift” attributable to what would have happened without the advertising or promotion.  This is often defined as the difference between actual and baseline sales.  Advertising has its own separate set of metrics to assess a campaign, including such metrics as impressions, awareness, reach, and frequency.  These latter measures are used to assess a media strategy and how many people will be reached with the campaign and how often. There are numerous new measures that are necessary today with the advent of the internet.  This would include such measures such as click through rate and pageviews.  These measures capture the success of the advertising, at least in terms of capturing attention.  Mastering the above will ensure that promotional campaigns and advertising efforts will be used to optimal effect.