Direct Response

Direct Response –

Direct Response refers to advertising methods that solicit an immediate response from the audience. A distinguishing characteristic of Direct Response Advertising is the Call-To-Action. The idea behind Direct Response Advertising is to broadcast a marketed message through a myriad of media forms such as radio, internet, and TV. This message is intended to encourage potential customers to act on the message and to make a purchase. A thing to note about Direct Response Advertising is that it is only one part of the process of Direct Response Marketing. Direct Response Marketing encompasses product pricing, sales strategy, distribution, customer support, media planning, market research, and of course, advertising. This method of advertising is a specialized arena with few qualified agencies that support a client’s Direct Response efforts.

Direct Response TV utilizes Direct Response TV Advertising in an effort to entice the target audience into responding directly to the advertiser by means of television. Advertisers use television commercials as a very effective method in generating sales. These television commercials can be normal 60-second commercials or half-an-hour long infomercials. Regardless of length, Direct Response TV Advertising usually encourages a response through a toll-free phone number and will often offer incentives to boost potential action. Direct Response TV works well for budding entrepreneurs and inventors who cannot procure or have trouble procuring retail shelf space, or whose products are unknown and unfamiliar to the general public.

Direct Response Radio also elicits a response from the consumer to the advertiser through Direct Response Radio Advertising. Direct Response Radio will most often invite the audience to call a toll free phone number offered by the advertiser to put them directly into contact with the retailer. Promotions such as trial offers, free products, and prizes may be added to elicit responses from the audience. Radio advertising is cost-efficient and imaginative. It also offers audience loyalty, mobility, and demographic and geographic targeting. Other advantages of radio advertising are that it allows product or service endorsement(s) by the medium’s popular celebrities such as Rush Limbaugh, Howard Stern, Tom Leykis, Laura Schlessinger, and Stephanie Miller. You can also target your audience demographics and make creative adjustments on short notice.

Advertising on the internet can be classified under Direct Response Internet Marketing. Direct Response Internet Advertising includes advertisements through emails, banners, links, etc... Online, advertisements can be found on virtually every type of website whether they are blogs, news, reference, and/or network sites as promotional banners or refer links. When clicked, these banners and links bring the user back to their particular website for more information and in hopes of generating a sale by way of a Call-To-Action.

Direct Response Advertising produces direct and immediate results. Results from Direct Response TV, Radio, and/or Internet Advertising Campaigns can be instantaneously measured and quantified. Unlike traditional marketing and advertising campaigns, data is accessible over a short period of time. It is unlike branding campaigns implemented within traditional marketing and advertising techniques because such campaigns may take months for enough data to be generated in order for the impact of the campaign to be measured.