Q:

What is direct response advertising?

A:

Direct response advertising is paid communication with the intent of driving immediate traffic or sales. This strategy contrasts brand building, with the primary difference being a goal of increasing business activity in the short-term as opposed to developing a brand in the long-term.

A direct response ad has an immediate call to action, often including phrases such as, "Buy now," "Call right away," "Fill out this form," or "Limited time only." A coupon mailer is one tactic for direct response. To use it, a company presents a product or service message along with a coupon that a buyer fills out and mails in. The coupon may include a limited-time promotional gift with a regular purchase. Another common tactic is the inclusion of a 1-800 number and an inducement to buy before a deadline to receive a discount or gift.

In addition to driving immediate sales, companies often like that direct response results are easy to measure. With a coupon, for instance, the business tracks the percentage of coupons redeemed relative to total distribution. Most sales promotion messages are a form of direct response advertising. Direct response may also target a niche group of customers with a special offer based on their unique circumstances or needs.

Learn More

Related Questions

  • Q:

    What does advertising do?

    A:

    Advertising directs the public’s attention to a particular product or service and is intended to prompt a person to take action. It is designed to be memorable and persuasive.

    Full Answer >
    Filed Under:
  • Q:

    What is covert advertising?

    A:

    The phrase "covert advertising" refers to advertising that is hidden in other media, such as an actor in a movie drinking a Coca-Cola. It is referred to as "covert" because it is not direct advertising, but subliminally viewers often notice the product.

    Full Answer >
    Filed Under:
  • Q:

    Why is advertising beneficial?

    A:

    Of all the forms of marketing communication, advertising offers a business the most control over the format, timing and placement of a message. This control includes selection of the optimum media to reach the targeted audience, to fit a budget and to project the desired image.

    Full Answer >
    Filed Under:
  • Q:

    What is the role of advertising?

    A:

    The role of advertising in a business allows potential customers to make a somewhat informed decision on the products or services that they choose to use. Companies use advertising to highlight the benefits of everything they provide.

    Full Answer >
    Filed Under:

Explore