Randy is starting his own plumbing supply store featuring designer and restoration hardware. As in any start-up, he will have to watch expenditures...

Randy is starting his own plumbing supply store featuring designer and restoration hardware. As in any start-up, he will have to watch expenditures very carefully. He knows he will have to pursue a number of different communications approaches, but he is not sure how to measure the effectiveness of the effort. What advice would you give him?