Radio results need to be evaluated over a period of time as there is no crystal ball to predict listener behavior. You see, people are doing other things when they listen to radio. Many will hear an ad, jot down the number and then call on days and times that will give a false read if we try and attribute calls to the exact days and times calls are received.
We wear many hats in performance of our role as great account managers. We consider ourselves strategic partners with each and every one of our clients, because if the campaign doesn’t “work,” it goes away.