Excerpt from Term Paper:

.... Is Still Need Before Making a Decision?

There is an abundance of information required before making a decision to invest $500,000 to gain an incremental $2,000,000 in sales, even if there appears to be a high level of certainty this could actually occur. First, personally I would be suspect about the certainty of the cause-and-effect of this specific investment yielding these specific results. First, its critical that the demand elasticity of the product be first defined, which can be difficult to do, and second, how will the $500,000 increase in the budget impact the perception of pricing and is the pricing optimized already? This is a critical question and needs to be resolved as price optimization, when coordinated with the large investment of an advertising budget, can yield significant results (Retail Pricing 2006).
Then there is the entire aspect of the execution of the program, and the current state of lead generation and escalation systems, including the use of analytics to measure the performance of the campaign over time. At the center of this aspect of the program is the measurement of activity at the upper and lower phases or segments of the sales funnel. Typically promotional spending and

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