Lord of the replies: lessons from direct response advertising

Discusses how direct-response data should be collated, analysed and used. A computer system (PRAVDA - Phillips Russell's Analysis Vehicle for Direct Advertisers) is described: this programme permits the detailed measurement of the contribution each factor makes to the overall return, and how this can be used for budget and media planning, provided all the relevant data are logged.

Lord of the Replies: Lessons from Direct-Response Advertising

Advertising in Action: Theory and Practice

Alan PhillipsPhillips Russell plc

Direct response is a most rewarding area of advertising – rewarding, that is, if you like all aspects of your decisions, strategy, planning, creativity, buying, etc. etc., being minutely examined and your efforts being judged accordingly. Of course, if you are of the bent that prefers awards to rewards then it might all be a little tedious.

For the response advertiser there is no esoteric delve into the mysteries of TGI and NRS to produce magical demographic weightings which (supposedly)...

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