Make your advertsing "interactive"! Get your prospects to send you a text message, and measure the effectiveness of your ads. Imagine this:

A prospect is sitting in a Diner having lunch, reading the newspaper. There's an ad for your Mortgage company that says "Text SAM "to 27126 for today's interest rates and more information."

The prospect instantly gets back the latest rate, and you can follow-up with them in the future to help them with their loan. you can also judge the readership of your ad.

Adding your keyword to print, radio & T.V. ads introduces the ability to have 2-way communication with the people you are trying to reach. Get creative.