Know-How Exchange : Student Questions

I am doing a project in which I am writing up a Strategic Marketing plan. My plan is to start a catering service with the a local restaurant. My question at this point is how I will measure the effectiveness of my communications/promotion techniques. I am choosing advertising through radio, and newspaper; direct-mailing; and sales promotions to start out. The town is small around 60,000 people maybe a bit more, so I have found that these methods are the most realistic in this sense. I am just unsure how to measure the effectiveness of my chosen methods. I was thinking about measuring customer awareness, but how to go about it? Since the goal of advertising etc, is a long-term solution for finances, i wouldnt go about measuring net income , so I would need to do some kind of customer awareness measurment. I hope this isnt too confusing! Any help would be greatly appreciated.
Jamie