There are a number of additional resources you can use to help track your advertising efforts:
- Search for appropriate shareware online. Two good database-tracking tools are Ad Tracker 2.0 for Windows and Ad Tracker 1.0 for Macintosh. The first is available at the Small Business Administration's Web site (http://www.sbaonline.sba.gov/shareware ); the second is available in FileMaker 3.0 format on America Online (Under the "GoTo" menu, click on Search Software Libraries. In the next screen, type in "Ad Tracker" and hit enter.).
- The Buck Starts Here: Profit-Based Sales and Marketing Made Easy, by Mary A. Molloy and Michael K. Molloy (International Thomson Publishing, $23.95, 800-865-5840). This book provides tools to evaluate the effectiveness of your current sales and marketing programs.