By Rix Quinn, for Mediabids.com

How do I measure response to my ad?
   1.  Track the total number of responses/inquiries you get from each ad.
   2.  Track the number of sales you get from each ad.


If you would like BETTER response to your ad, here are some ways to get it:

1. Put your special offer in the headline. Remember...it's read about four or five times more often than body copy!
2. Offer something free in your ad, like a free book, instruction manual, or product sample. (Recent ad tests indicate that something given away free as a premium gets better response than a discount offer.)
3. Show a picture of the item you plan to offer free.
4. Make the offer look more like a news article than a standard ad.
5. Include testimonials -- comments from satisfied customers -- in the ad. (Of course, get their permission first!)

What should I do if I get no response to my ad?
If you get no response, it could be because (1) the ad was positioned where hardly anyone saw it, (2) the offer did not appeal, or (3) a competitor made a similar -- or better -- offer in the same publication, and the reader saw it first, or (4) the publication does not reach a large segment of your primary prospects. Talk to your sales rep! Maybe he/she can offer some ideas.

Can I request my money back if I receive no response to an ad?
First, ask yourself: "Is the offer in my ad strong enough? Is the headline exciting? Does the body copy and/or coupon reward immediate action?" Next, tell your sales rep if you're disappointed. Perhaps he/she can offer you some other positions in the publication, or give you more inquiry-producing ideas.

Should I have tested my ad?
Yes. The easiest way is by asking friends and/or co-workers to compare it with your prior ads. Next, ask those same comparisons from your regular customers. (You might offer them some sort of free gift for critiquing your new ad.) Finally, prior to "rolling out" your ad to a large audience, you might test it with a smaller group first.

How do I pre-test my ad?
Here's one simple, no-cost way. Display your new ad on a page right next to similar-sized competitors' ads...or even some of your own previous ads. Then, ask a few customers or family members which ad they noticed first...and why.


About the Author:
Rix Quinn is a former business magazine writer, editor and publisher, writes marketing columns for several magazines, and gives workshops on niche marketing and sales writing for college and university continuing education programs. He also serves as a journalism consultant for two Texas school districts. 817-920-7999 or e-mail rixquinn@charter.net.

About Mediabids:
Mediabids offers free media planning and buying tools that help you to save time researching publications and negotiating for ad rates in U.S. newspapers and magazines. Ad space is purchased via an auction format where you set the price and publications compete for your advertising dollars - or you can purchase ad space directly from a publication at terrific discounts. Mediabids services are free and there is no obligation to make a purchase (publications pay Mediabids a commission).

You can use Mediabids services yourself by going to www.mediabids.com or call them toll free at 866-236-2259 - and they'll act as your free media planner & buyer. .