Prices in Ads

We do very little advertising.  Mostly when you see us it is editorial coverage.  Occasionally you will see an ad that is done in cooperation with a retailer.  And every now and then, we will take out an ad on our own. Of course with print media, the difficulty is that you cannot track the efficacy of an ad.  The only measure I have is the amount of calls I get.  Unfortunately, most calls go something like this:

http://www.youtube.com/watch?v=g0dEH11C5zY&feature=youtube_gdata_player

Don't get me wrong, I am very happy that people love our Machines, but the time I spend on the phone with people who will never buy a watch this expensive is super inefficient.  So, I have decided that in next year's ads I am going to include the price of the watch.  I don't find this to be a very classy or elegant solution, but it is the easiest way to filter out all of the noise.

What do you all think?