Alternative Reply Vehicles in Direct-Response Advertising

Surveys of two consumer markets and one business-to-business market in the United Kingdom question the generality of a recent finding that consumers expending more effort to request information from advertisers are more likely to buy the product.

Alternative Reply Vehicles in Direct-Response Advertising

Albert Schofield

Conventional wisdom in direct marketing tells the advertiser to make it as easy as possible for advertisement readers to reply to its advertisements. He should use a Freepost address, a toll-free phone number, a preprinted coupon, a business reply envelope, etc. Alternatively, the publication carrying the advertisement should supply a reader-inquiry (or 'bingo') card to allow the reader to inquire about several products or services at once, by simply circling the numbers of all those in which he is interested, instead of requiring him to write individually to all the advertisers concerned....

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands