You need to track the closing ratio of your leads (number of leads versus sales). You would also determine if your are getting enough qualified leads that generate sales.
You may find that you have great qualified leads, but your sales people are not closing. If you do not watch this you could suspect the commercial is not bringing in qualified leads and then drop a campaign.
On the reverse however, you may find that you are getting bad leads. That is why you must track your leads on a daily basis so you know where they came from.
Tracking your results, on a daily basis, is one of the most critical aspects to a campaign. If you find that your spot did not perform well in a particular market, or on a specific station, you can stop running the ads.
In print you have a little more time, due to the fact that when you place a magazine ad it takes time for results to come in.
The whole point is that you must track your responses daily and know how each ad is doing. This can save you from loosing a lot of money or worse, going out of business.
Make sure you always insist on results in all your advertising efforts.
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