Maximising the Effectiveness of Direct Response Television Advertising.

Hugh Johnson and Richard Fielding

Direct Response Advertising (i.e. Ads with telephone numbers) on television is growing.

Maximising the Effectiveness of Direct Response Television Advertising

Richard Fielding AGB Television Information Systems, United Kingdom; Hugh JohnsonChannel Four Television, United Kingdom

INTRODUCTION

Increasingly advertisers are putting telephone numbers onto their commercials in order to elicit a response from potential consumers. The response required can range from getting people to purchase products there and then, through donations to charities, to getting people to ask for more information. In the US it is estimated that around half of all commercials carry a telephone number; in the UK it was, in 1993, estimated to be around 20%. The...

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