Ron Goch
The Telios Group
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Tracking the Effectiveness of Advertising

February 15th 2007

I was reading the USA Today, as I do every morning, except I picked up the actual paper versus reading online.

I came across a Hertz advertisement featuring 20 percent off a weekend economy-premium rental and 30 percent off a weekend prestige rental.

The offers are attractive, but being the best business practice geek that I am, what I found most interesting was the fact Hertz included promotional codes (PC) for each offer in the ad.

In order for someone to receive the price discounts, they would need to provide the PC numbers.

This is a great way to track the effectiveness of the advertisements, and something I believe more businesses should do on a regular basis.

I’m not sure why this tracking isn’t common practice for businesses that invest in advertising. It’s easy – simply add PC numbers to all ads – and what business doesn’t want to know the return on their investments?

So, for Hertz, this is not only a great offer, but a great business practice to measure the effectiveness of its advertising.

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Ron Goch,
The Telios Group
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