direct response advertising



Promotional method in which a prospective customer is urged to respond immediately and directly to the advertiser, through the use of a 'device' provided in the advertisement. These devices (called direct response mechanisms) include a (1) coupon to cut and mail, (2) business reply card, (3) toll-free telephone number, or, on the internet, (4) hotspot to click. Most retail sale advertisements are direct response ads in one way or the other.

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  • We decided to go with direct response advertising because we thought it would be better for the consumer and for our business.

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  • I have found the use of Direct Response Advertising to be a more effective means of advertising versus radio or television given that I am able to directly track the effectiveness of a given campaign based upon the responses received.

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  • You may want to use direct response advertising in a way that will allow you to get new customers to try.

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