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.Know More
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 about Advertising
Advertising refers to the marketing communication that businesses use to persuade, encourage or manipulate audiences to get them to take some sort of action. The most common desired outcome is to make a purchase or follow some other dictate of consumer behavior, although advertising for ideological and political purposes is also popular. Commercial advertisers use "branding," or associating an image or name with specific qualities in the consciousness of the consumer, while affective advertisers attempt to get people to feel a certain way or believe a certain line.Full Answer >
The importance of advertising is threefold: it helps consumers compare products and services, it allows businesses to retain existing customers and win new ones, and it educates society about important issues. By definition, advertising is an impersonal and unidirectional communication that flows from the advertiser to the consumer. Organizations pay to "place" it in one or more media venues, such as newspapers or television.Full Answer >
As the media grew in its ability to reach more households, the role of advertising increasingly changed into a vehicle through which Americans were introduced to all the modern conveniences available to them and the ways in which attaining them were within reach. Advertising took on the role of showing Americans all the possibilities as opposed simply to announcing prices and availabilities of necessities.Full Answer >
The disadvantages of advertising vary depending on the form of advertising used, but can include ineffective use of advertising images, difficulty qualifying return investment numbers, difficulty choosing the most appropriate channel for advertising, audiences declining on television advertising, high CPM costs and the use of DVRs leading to fewer people viewing commercials. When companies invest in advertising, they need to look at both the advantages and the disadvantages involved in each format to choose the most appropriate advertising channels for success.Full Answer >