Writing an Advertisement

5. Response Mechanisms

5.1 If you want readers to respond, make it easy for them to do so.

• Include your company's contact details in the advertisement as appropriate: name, address, phone and fax numbers, email address and your web address.
• Consider providing a coupon or a freephone number.

5.2 You can prompt readers to respond.

• Provide an incentive, such as a 'special offer' discount.
• Give a deadline by which your offer ends.

5.3 Devise a response mechanism that will allow you to measure effectiveness.

For example, use different coded coupons in each publication that carries your advertisements.