What is Direct Response Advertising?

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.

Business Dictionary: Direct Response Advertising

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