If you're smart enough to track your advertising results, then you know how challenging that can be. About the only way to do it has been to ask the receptionist or whoever has been answering the calls to ask how the prospect heard about you then write it down on a slip of paper or tracking sheet. Until now.
I recently discovered a tool that can help track all of your advertising and judge the effectiveness of the advertising medium. Doing so allows you to redirect money, change messages, etc. In short, it helps reduce the advertising waste that some studies say approach 80% of ad funding.
The company that produces the advertising measurement tool is called AdSymetrix. The inexpensive tool allows you to track any kind of advertising imaginable...from print ads to website traffic to phone numbers on billboards and so on. Once you provide some basic information up front, the tool will continually tell you the effectiveness and will assist in making decisions about which media is effective and which ones you need to scrap.
I highly recommend this tool as a means of continually improving your marketing approach.