This is an area that can’t just be initiated and then hope for the best.

You can measure ads in many ways (in fact I am writing an article on the topic for my newsletter next week.)

You can put a code on postcard that links to a list or some other variable.
Have callers ask for a department number or fake customer service rep.
Use different online landing pages and track by URL
Set-up a series of 800 numbers that correspond to an ad but forward to one number.

Whether for lead generation or selling “off the page,” you need a GREAT offer that taps into the needs of the target audience. And you need to make it easy to say YES, as in a clear, simple call to action.

But to get their attention to begin with, you need a compelling headline (and copy) and a complimentary visual/design/layout. People are not searching for ads. You must catch them as they go by.

Make ads measurable with dedicated response elements — specific landing pages, response devices, etc. A simple, less sophisticated approach is to relentlessly ask prospects and customers how they learned about you. This will give you feedback on your advertising, as well as your other marketing tactics.

For small companies… I would recommend doing a very inexpensive precampaign measurement study. These can be done online and will give you a good idea of attitudes toward your product before you start. The biggest problem with using strictly tracking, is that in the early days, you don’t understand what the numbers mean… WHY am I getting the response I’m getting. A prestudy helps you gage whether the results are on track.

A good agency will employ a “test and learn” model… so that if something isn’t working it can changed based on learning. You don’t need a big agency to get this… we’re 35 people and we do it.