What do we know about press planning for direct response advertising?

For any direct response press campaign, the basic media selection will initially be made using traditional media research sources.

What do we know about press planning for direct response advertising?

Beverly Barker explains how response analysis, allied with traditional media research techniques, can produce more effective targeting

Beverley Barker
DIRECT MARKETING and responsive advertising in the press differs from other printed communications, only in so far as it facilitates the process of feedback from the public through an overt call to action. But simply incorporating a response mechanism into the advertising will not make it an effective response advertisement. However, whether advertisers decide to use couponed advertisements, to place inserts within selected magazines or newspapers, or to...

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