Integrated Advertising, Promotion and Marketing Communications 5th Edition by Kenneth Clow,Donald Baack

Exercise 6

Look through a magazine. Make a record of how many advertisements include methods for measuring responses. How many list a code number, a toll-free number, or a Web site Just listing a toll-free number or a Web site does not ensure that the agency or firm will know where the customer obtained that information. How can the advertising agency or firm track the responses from a specific advertisement in the magazine you examined