Electric Heating Co., Inc

Advertising Changes

Widespread use of the Internet has produced a number of difficulties with respect to tracking the effectiveness of advertising. Years ago Dalton Electric made use of different types of media, the effectiveness of which was easy to track. Magazines had bingo cards which allowed readers to circle a number to receive a mailing from the advertiser. Postcard deck would allow a direct mailing to the advertiser on a prepaid postcard.

With each of these media, we could measure the number of responses, divide that into the cost of the media and get a cost per inquiry. But now a reader will look at a postcard or space ad in a magazine and quickly go to www.daltonelectric.com and have immediate information. We continue to receive strong response on our website, but where the leads come from is more difficult to know.

Here is a Postcard Deck ... http://www.nxtbook.com/nxtbooks/thomas/ien-drc0209/ If you run through that, you can see the Dalton Electric postcard among a number of other products. Analyzing response to advertising requires a very different approach these days ... our take on it ... next week !!!

Friday Funnies

Wordsmiths run free:

1. *Cashtration* (n.): The act of buying a house, which renders the subject financially impotent for an indefinite period of time.
2. *Intaxication*: Euphoria at getting a tax refund, which lasts until you realize it was your money to start with.
3. *Reintarnation*: Coming back to life as a hillbilly.
4. *Bozone* (n.): The substance surrounding stupid people that stops bright ideas from penetrating. The bozone layer unfortunately, shows little sign of breaking down in the near future.
5. *Giraffiti*: Vandalism spray-painted very, very high
6. *Sarchasm*: The gulf between the author of sarcastic wit and the person who doesn't get it.

Dalton Electric Heating Co., Inc (978)356-9844
28 Hayward Street Ipswich, MA 01938 USA

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