If you know roughly how many customers visit your store each day, you can compare the numbers once your advertising begins. If you see a significant increase in customer enquiries, it is likely your sales will increase as well.
Monitoring how many enquiries you receive by email, website or phone can also tell you how your customers prefer to contact you. As an example, you may discover that customers prefer to visit your website first and print out an advertisement with a discount coupon, before coming into your store. This is invaluable information to use in your next advertising campaign, as you can make sure you heavily promote your specials on your website.
Remember, advertising may take time to generate results. If you advertise in a magazine it may be kept around the house for a couple of months before a customer visits your store to act on the advertisement.
What were the results for the promotional period? What were your sales/profit figures? How many new/repeat customers did you receive? How many customers visited your website