Alonzo, the marketing director for a major retailer, prepared a unified message for the new promotional campaign. after several months, he noticed an increase in sales but realized he needed to compare the increase in sales against the cost of the campaign. alonzo is

The goal of the campaign or promotion is to build awareness and inform consumers about a company and its product offerings
In order to see if there is still increase in the sale compared with the money spent of campaign , Alonzo is evaluating the effectiveness of the plan. The evaluation of effectiveness is one of the 6 steps of the promotional campaign.