For the assessment of the promotion or advertising effects, it is important 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. With the advent of the internet, there are numerous new measures that are necessary, including such measures as click through rate and pageviews. These measures capture the success of the advertising, at least in terms of capturing attention. All of the above measures are discussed in this e-book, to ensure the reader understands the true impact of their promotion and advertising efforts.