How much do I spend for a marketing activity? This is a common question that never has an exact answer. Since many business decisions are made on a benefit to cost analysis, this is even more challenging for marketing. It is hard, impossible or even expensive to measure many marketing benefits like increased awareness or customer loyalty. To accurately measure awareness for instance, there is a need to scientifically measure awareness at 2 different points of time (at least) using  a large enough sample statistical sample size- and to do that