Advertising must have two entities that are easily recognized to the agency and the client, so that monies are not squandered. 800 numbers and social media are the most easily tracked pieces that can be followed so that the consumer is recorded and the client has a true justification of their costs. Telesponse is one way in which the client can listen and have a hard copy of all calls so that the consumer is not “lost in the cracks”. Facebook can bring the “web print” to life and track who is looking for the client’s services. Using traditional vanity numbers and 21st century social media can give the agency and client a clearer understanding of where the ad dollars are best spent to ensure a profitable bottom line.