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NO B.S. Direct Marketing 57CHAPTER 4 / NO FREELOADERS ALLOWEDmy three music schools AND we have a robust collection of WUDFNLQJ%u0003PHWKRGV%u0011%u00037KLV%u0003JLYHV%u0003PH%u0003FOHDU%u000f%u0003GH%u00c0QLWH%u0003IDFWV%u0003WKDW%u0003FDQ%u00b7Wbe disputed, so I can be a good coach for my team. ,I%u0003\\RX%u0003ORRS%u0003EDFN%u0003DQG%u0003FRQQHFW%u0003WKLV%u0003WR%u00035XOH%u0003%u0006%u0014%u000f%u0003\\RX%u00b7OO%u0003%u00c0QG%u0003DQ%u0003LPSRUWDQW%u0003NH\\%u0003WR%u0003WUDFNLQJffl%u0003R%u037fHUV%u0011%u0003'L%u037fHUHQW%u0003R%u037fHUV%u0003FDQ%u0003EH%u0003PDGH%u0003LQ%u0003GL%u037fHUHQW%u0003PHGLD%u000f%u0003WR%u0003GL%u037fHUHQW%u0003PDLOLQJ%u0003OLVWV%u000f%u0003DW%u0003GL%u037fHUHQW%u0003WLPHV%u0011%u0003UTM parameters attached to all online links. Tracking lines WLHG%u0003 WR%u0003GL%u037fHUHQW%u0003R%u037fHUV%u0003LQ%u0003SODFH%u0003RI%u0003JHQHULF%u0003SKRQH%u0003OLQHV%u0011%u00032%u037fHU%u0003and promotional codes can be assigned to coupons, reply cards, surveys, online opt-in, response and order forms. Big direct-response advertisers on radio, like LifeLock and Boll %u0009%u0003%UDQFK%u000f%u0003WLH%u0003SURPRWLRQDO%u0003FRGHV%u0003WR%u0003GL%u037fHUHQW%u0003WDON%u0003UDGLR%u0003KRVWV%u0003that the consumer enters at the website to secure the discount RU%u0003 JLIW%u000f%u0003 RIWHQ%u0003 DV%u0003 VLPSOH%u0003 DV%u0003 HQWHULQJ%u0003 WKH%u0003 KRVW%u00b7V%u0003 QDPH%u0011%u0003 7KH%u0003LQWHUQHW%u0003DOVR%u0003R%u037fHUV%u0003WKH%u0003ORFDO%u0003PHUFKDQW%u0003DQ%u0003RSSRUWXQLW\\%u0003WR%u0003IRUFH%u0003better tracking. Pre-internet, a local restaurant advertising on several radio shows and in a couple newspapers, giving DZD\\%u0003D%u0003IUHH%u0003DSSHWL]HU%u0003ZLWK%u0003GLQQHU%u000f%u0003FRXOG%u0003RQO\\%u0003WU\\%u0003WR%u0003%u00c0QG%u0003RXW%u0003which ad brought a customer in by having the customer tell the server in order to get the free appetizer, and relying on the servers to accurately stick-count and report that collected LQIRUPDWLRQ%u0011%u00031RZ%u0003WKH%u0003FRQVXPHU%u0003FDQ%u0003EH%u0003GULYHQ%u0003WR%u0003D%u0003GL%u037fHUHQW%u000f%u0003clone website to download a coupon for the free appetizer, the coupons can then be collected and tallied, and a much PRUH%u0003 DFFXUDWH%u0003 UHVXOW%u0003 REWDLQHG%u00b3SOXV%u0003 WKH%u0003 DGGHG%u0003 EHQH%u00c0W%u0003 RI%u0003capturing the names and email addresses of those visiting the VLWH%u000f%u0003PD\\EH%u0003R%u037fHULQJ%u0003RQOLQH%u0003UHVHUYDWLRQ%u0010PDNLQJ%u0003RSWLRQV%u0003WR%u0003WKH%u0003consumer as well.7RXJK%u0010PLQGHG%u0003PDQDJHPHQW%u0003RI%u0003PDUNHWLQJ%u0003%u000bDQG%u0003RI%u0003SHRSOH%u000c%u0003requires knowing things. Of course, hardly any tracking mechanism is perfect. The job is to get as close to perfect as you can, so that you are getting the best information possible.