6:18 PM
Lanee' Blunt
By Lanee’ Blunt
Direct response advertising
is used by large corporations, small businesses, consulting firms and companies
of all sizes. Direct response advertising is not as expensive as traditional
advertising, it can be tracked and it offers a lot of different media outlets.
It allows you to communicate with your customer by direct mail campaign,
infomercial, radio, magazine, mail order, and email.
In direct response
advertising the prospect is urged to call the advertiser right away to receive
the offer. Direct response methods include coupons to cut and mail, reply cards
in direct mail, and toll free telephone numbers. For example, if you are
sending direct mail you can send a reply card and ask the prospect to mail it
back with their phone number if they want more information.
Direct response advertising
works because it requires a call to action. You can use a time sensitive
statement in your in your call to action. For example, call now for a free gift
and if you call within the next twenty minutes you’ll get the second item free.
Direct response advertising can be tracked. This type of call to action allows the
advertiser to track the offer and run similar offers and track which one
received the best response.
Reference:
Business Dictionary: Direct
Response Advertising
Direct Marketing
Product Branding Principles
Principles of the Marketing Mix
Posted in: Marketing
