The number who ask indicates the effectiveness of the station that aired the corresponding ad. Print ads or e-mail ads with a call to action can send respondents to a Web page set aside just for that version of the promotion. An address variation. Check with your post office before implementing this. In many situations you can add a suite or box number to a street address to reveal which ad version prompted the order or inquiry.
Tests often reveal surprising results.
Little factors sometimes have a disproportionate effect. Copyright 2001 Marcia Yudkin. Advertising today is more visual than ever. Click and ask a question about this topic. Inc. All Rights Reserved.