tag:blogger.com,1999:blog-14478073486157350892024-02-20T14:32:12.997-08:00osissmpn2malang.blogspot.comZombie Gigolohttp://www.blogger.com/profile/14824589572010650250noreply@blogger.comBlogger1125tag:blogger.com,1999:blog-1447807348615735089.post-12202966040153949492014-09-12T23:46:00.000-07:002019-09-12T23:46:40.796-07:00HOW TO CODE YOUR ADS WITHOUT ADDING WORDS TO YOUR CLASSIFIEDSCoding advertising is not the big secret or the involved<br />
process many would have you believe.<br />
<br />
A great many firms sell reports on how to code your advertising<br />
for $3 or more, when it's nothing you can't learn with a little<br />
study of a few mail order publications.<br />
<br />
Coding advertisements is simply a means of determining where<br />
your orders come from, and in cases where you don't use coupons<br />
or separate order forms for several different products, a method<br />
of double checking on what the customer actually requested.<br />
<br />
For the purpose of demonstration, let's assume you have a<br />
company called JONDO COMPANY, your name is JOHN DOE, and you<br />
market publications by PRINTCO and PUB-GUYS. You decide to run<br />
ads for different products in three publications and teaser ads<br />
for your catalogs in two others, one for each publisher's<br />
catalog. Coding the latter two is easy.<br />
<br />
For simplicity, where you put the name and address of the<br />
company when offering Printco's catalog, mark the name as PC<br />
JONDO, ADDRESS, ZIP CODE. When the envelope arrives and no<br />
indication is given of what was requested, you can tell at a<br />
glance what was requested.<br />
<br />
Now Printco and Pub-Guys sound and look alike, so for the second<br />
ad, mark it JONDO-PG. If you're advertising the same catalog in<br />
three different magazines, use different codes for each to see<br />
which one gives you the best response, for example JONDO-PG,<br />
JOHN DOE PG AND P.G. JOHN. You can easily separate them as you<br />
receive them.<br />
<br />
The permutations are endless: P.G. DOE, P. DOE, G. DOE, DPG,<br />
JPG, JDPG, and if that's not enough, code the address, perhaps<br />
BOX 99, DEPT. PG, BOX 99-PG, BOX 99 DESK PG, BOX PG-99, and so<br />
on.<br />
<br />
The person ordering wants to be sure you get his request and<br />
almost always faithfully reproduces whatever is listed as the<br />
correct address right down to the last comma. You can never run<br />
out of ways to code. PG is the obvious code for PUB-GUYS, but<br />
you could use an arbitrary number code chosen by you and in<br />
fact, number codes are invaluable codes for making dates on the<br />
ads, to see how many trickle-in orders you get long after the ad<br />
stops running, and what months and season are most productive<br />
for selling your products.<br />
<br />
Date coding involves using numbers in sequence to indicate<br />
magazine issue number, sequence number, or date published.<br />
<br />
This coding is virtually essential in later campaigns. Once<br />
you've got a fair-sized mailing list, it will be far easier to<br />
use advertising codes to indicate their interests than to keep a<br />
complete ledger of every person and what they purchased. It<br />
also makes computer entry a snap, especially with a good filing<br />
program.<br />
<br />
One thing that scares people about coding is receiving checks or<br />
money orders coded like the ads. People become somewhat afraid<br />
that they won't be able to deposit them because their account is<br />
registered to JONDO, not JDPG or whatever. Have no fear. Your<br />
company will be registered to your mailing address. By showing<br />
the clerk a copy of the advertisement with the address, there<br />
will be little doubt as to who should rightfully receive the<br />
money, and your checks or money orders will clear like<br />
clockwork. If by chance you do encounter a bank that won't<br />
accommodate this requirement, bank somewhere else where they<br />
understand the workings of mail marketers.<br />
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