discussion question **** references need*

Planning and execution of marketing and promotional plans are key to success in marketing your products or services. If there is no plan to control the implementation of these plans you will never know the real reasons for success or failure. In this case you are asked to come up with suggestions on how to actually measure the effectiveness of various marketing programs. The better firms do this, in some case using their own personnel, but it is also common to contract this activity out. In the contracting area, many advertising firms have departments that specialize in measuring the effectiveness of marketing programs.