Why do so many trade magazine ads run without important company information such as a phone number?
The purpose of many trade magazine ads is image buildingcreating excitement for and awareness of a companys products or services in the minds of potential consumers. They arent designed to generate sales or even inquiries. Large companies rely on their sales forces and/or distributors to make sales actually happen. Small companies may rely more heavily on telemarketers, independent representatives, direct mail, or trade show participation to effect actual sales. The benefit of an image ad lies in its ability to prep potential consumers for making a purchase. Then, when they are personally contacted by a salesperson or telemarketer they already know who the company is and what the product is about. Just because they have heard of you, they are simply more likely to buy from you! So while it may not hurt to include a phone number in a trade publication ad, dont be disappointed if it doesnt net a flurry of inquires. I have run six-page spreads that carry a toll-free phone number in nation
