3. Determine the cost (printing, mailing, advertising, etc.) of this amount of promotion.
4. If the 1-egulting figure is so high as to be completely out of line it will, of course, have to be reduced, with an equivalent curtailment of the promotion campaign. Keep in mind, though, that it is more common to spend too little on promotion than too much. It u generally true that the per-capita cost of. promotion is higher in the early stages of 3 new program, and that it tapers off as the number of participants increases. A5 seen ,5 a body of satisfied customers is developed, they will promote the program by word of mouth