In direct response advertising the name of the game is tracking results. When doing a print campaign you always code your ads so you will know where it came from and what your total sales were.
Results in television and radio are tracked a few ways…
The most common gauge of tracking TV & Radio is through the use of an 800 number. Many times a company that specializes in handling incoming calls is hired to do this work for you.
Whether you are doing Radio or TV, you always track your results on a daily basis. This way you will know if an ad is generating sales for you or not.
In the case of a lead generating campaign, you would typically get a certain number of leads from an ad, which is followed up with sales literature or a sales visit.
In this case you would not only track the number of leads the ad is generating, but the quality as well.
In other words, when doing a lead generating commercial you are not asking for a sale at that moment. The sale happens later.
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