Hopkins keyed every ad with a coupon so each one could be traced to its sales.
Hopkins keyed every ad with a coupon so each one could be traced to its sales. One clear action per ad, and a count of every response.
Hopkins: advertising reached “the status of a science” through “keyed advertising, by traced returns.”
Clean play. If you can trace it, you can improve it. A Classic Play for Rules 8, 16 and 18.
Every ad carried a keyed coupon with one clear action, so each response could be counted and traced back to the ad that earned it.
Spend you can trace is spend you can improve. Keyed returns turned advertising from guesswork into something close to a science.
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