How can a business owner tell, quickly what the public’s reaction is to his advertising?
By the number of responses it produces!
Responses can take many forms: sales through retail or online stores; orders sent in by mail or online; requests for samples, or further information, leads for sales people to follow up.
Direct Response Online Advertising gives an account of itself!
If you prefer to read than listen, check out the original post How to Measure the Effectiveness of Your Advertising
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