Individual media: Direct response

 

In the continuing battle between direct response and brand-building as an agency philosophy, direct response (now renamed digital or performance marketing agencies) seem to be getting the upper hand, ...

Before the internet, 'response' media comprised vehicles like print advertising with coupons, television commercials with a dedicated line to ring, direct mail and doordrops. Now with email as well as ...

Mike Colling, founder of MC&C, argues that the traditional view that strength of relationship between consumer and medium adds to advertising effectiveness is wrong when applied to direct response. Us ...

With the recent reissue of Lester Wunderman's 'Being Direct', Martin Thomas, a partner at Nylon, reflects on the insights and predictions of 40 years ago. He reveals that Wunderman's watchwords of 'p ...

Mike Colling identifies eight key issues which he considers necessary when budgeting for direct response marketing. He discusses objectives, targeting, product type and the implications of market matu ...

This is a piece on direct mail by Tim Rivett of Royal Mail. The article centres on the concept of media neutrality and the part that direct mail has to play. He traces UK expenditure on direct mai ...

An article which introduces four features on direct marketing. It reminds readers that direct marketing has been the great advertising phenomenon of the last twenty years. The growth should be seen ...

DRTV is growing fast, but for the most part it is being used to generate fast sales leads, not for brand building. Many of the techniques for increasing DRTV response are not compatible with brand bui ...

Shows how a generic ITV number, Call ITV, works, and how it can help to develop and optimise customer dialogue. The idea is a single number for any product or service, the calls then being routed to ...

This article discusses the growth of direct response television advertising (DRTV), looking at results from a joint Channel Four/British Telecom study in this area. The findings provide an indication ...

This article examines the potential for direct response television on the ITV network. There is a growing realisation amongst advertisers that it is possible to generate response at the same time as b ...

For any direct response press campaign, the basic media selection will initially be made using traditional media research sources. The author explains how response analysis can be used to define furth ...

In the first of an occasional series on best practice in direct response advertising, Beverley Barker looks at television (DRTV) and how to do it successfully.

The handling of response must be properly planned.

There's nothing new about 'selling off the screen', but now it's growing and changing. This article shows why this is so, who's using it, and what's new. Direct marketers are finding new technical sol ...

Direct marketing and its implications for the media. A surprising amount of display advertising in all the media now has some kind of direct response element. Not all is pure direct marketing, which h ...

The majority of advertising research deals in one form or another with conscious consumer responses to advertising itself: aided recall, recognition, playback, believability, attitudes towards adverti ...