Ad Response Measurement

Proving the value of print media can easily be accomplished by using ARC's full service Ad Response Measurement Service. This service employs an ad testing methodology, which involves special call tracking capabilities and measured URLs (mURL™). Any potential customer who responds to a test ad via a phone call or web visit is measured with this methodology.

The main application for ARC's Ad Response Measurement Service is to determine the number of calls, the Return on Investment, and the net profit generated by the advertiser's current or proposed advertising campaign. The service is best employed with ads that achieve their primary response via an in-bound telephone call. In special situations Caller I.D. telephone numbers, or call detail with special toll-free numbers, are used to allow for a callback survey to be completed.

The callback step enables advertisers to obtain additional information, such as:

• A more comprehensive understanding of who is calling their ad
• The purchasing power of callers to their ad; the purchase process of their target customers
• Whether they are placing their ad under the best heading/section or in the optimal media.

Ad Response Measurement require in-depth knowledge of telephone company business office procedures to successfully implement both large and small studies. Implementation includes:

• The real phone numbers of the advertiser locations are removed from the ad.
• The numbers are replaced with special phone numbers that have tracking abilities attached, i.e., local RCF, toll-free, or Caller I.D. service.
• These phone services automatically indicate the number of in-bound calls being made to the phone line, as well as other caller data.
• Since the special phone numbers only appear in the test ads and in no other communications vehicles (including directory assistance), the number of calls to these lines reflects the response to the ad.
• Calls to the special phone numbers are sent to and answered by the advertiser's locations, as with normal phone service, so the customer is unaware that a test is taking place.

The testing methodology can be quite complex, so ARC has developed standard procedures to ensure that the tests run smoothly and effectively from beginning to end. The process includes:

Test Initiation:

• Study design: ARC ensures that the methodology meets the research objectives.
• Proposal design: Proposals are professional and detailed.
• Phone service: Provides guidance on selecting among local, toll-free, or Caller I.D. service and the optimal markets for each type.
• Directory/ media selection and review, including which ad size to test.
• Applications to publishers for call volume tests and split run tests, as needed.

Line Set-up:

• Assistance in determining which company locations to test.
• Setting up the test phone line(s), as well as ensuring the number is up and running; ensuring the number is not on Directory Assistance; ensuring the number is forwarding to the correct place.
• Setting up Caller I.D. service.
• Making sure pre-pub call counts are not excessive.
• Checking insertion orders and art.

• Ensuring the test numbers are up and running by:
• Calling the phone number monthly
• Making sure the phone bills show call counts.
• Ensuring that the number is not being given out by Directory Assistance
• Checking to see that the number is forwarding to the correct location.
• Paying the phone bills and tracking down any missing phone bills.
• Tracking the call counts and issuing monthly reports via e-mail.
• Reviewing phone bills for unauthorized charges.
• Checking the number of calls to determine if a phone line path is needed.
• Taking action if a test location closes in the middle of the test.
• Reviewing tear sheets to see if the special phone number printed properly in the test ads.
• Reviewing the Caller I.D. reports to make sure there are no anomalies in the data.
• Accessing the Caller I.D. reports on a monthly or bi-weekly schedule depending on the project requirements.
• Interim analysis that includes call count projections and a Return on Investment and ad profitability analysis.
• General troubleshooting.

Post-publication:

• Reviewing tear sheets to ensure the test numbers did not re-print in the new issue of the directory/ad medium.
• Obtaining the preferred phone line reference recording for each test line.
• Alerting the advertiser or its agency that the test lines and, if necessary, the Caller I.D. service will be disconnected.
• Disconnecting the test lines and Caller I.D. service.
• Ensuring the reference recording is on disconnected lines.
• Issuing a final in-depth analytic report.