How effective is the ATIA’s direct response advertising program in generating awareness, interest, and ultimately conversion of prospects into Alaska visitors? The Alaska Travel Industry Association (ATIA) uses the annual Conversion Study to pinpoint the most effective and efficient advertising sources in converting responses in an effort to determine future direct response strategies. The study also attempts to assess the overall contribution of the selected magazine, direct mail, television, online and other miscellaneous sources to total conversion for future planning. Conversion Study 2010 consisted of 22,800 randomly selected telephone interviews with a sample of roughly 300 requestors from each of seventy-six different sources.