The Portfolio
The general goal of the portfolio is to compile data to show to customers or employers how successful or unsuccessful the campaign and exposure was. Since the global financial crisis, it has been crucial for companies to use portfolios. The marketing exposure portfolio holds all of the monetary information that assesses how the exposure is interacting with consumers in the marketplace, the amount of money being spent on the campaign, as well as the amount of returns the company is getting for the campaign from the consumers. This portfolio helps to determine the gross potential, and when the company can break even.
After the campaign has ended, it also allows the company to assess how well their campaign worked and whether or not consumers embraced the company's product.
Read more about this topic: Marketing Exposure