Direct marketing: Direct response (print)

 

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 ...

This best practice article provides on overview of the direct marketing industry. It defines the two key elements of the medium - direct contact (mail, telemarketing etc) and direct response (media ...

Tom Rayfield gives a glowing report on a mail shot he received from Royal Mail. The piece advocates maintaining marketing budgets during an economic downturn. The package has three components:- a br ...

As advertisers insist on accountability of investment, newspapers in the United Kingdom face tremendous opportunities to meet this new demand through CRM -- even as the record for CRM in other industr ...

Can a short exposure medium last the pace in a response campaign? The authors reveal the results of the first ever research into this issue. Direct response on outdoor means there has to be a visibl ...

Why are direct mailers still sending as many unsolicited mail shots as they were in 1991? Tom Rayfield describes many examples including Barclaycard, Gieves and Hawkes and Marks and Spencer Loan Sales ...

It's a pleasure to write about one of the best mailshots I've received in years. All it said on the front - apart from my correct address (well done, unlike 36% of mailshots we receive) was 'Free Sam ...

E-mail is going to be the killer for personal mail. Not yet, because most people haven't got it. In the last year we have received more letters from friends than ever before. Last week, in addition ...

A review of the last twelve 'Admap Direct' columns, covering hit and miss list rentals, penis enlargement ads and a service which offers a PhD with 'no required tests, classes nor interviews'

Analyses the mistakes made in a recent Reader's Digest Prize Draw mailshot, and compared this with the Medical Research Council's mailshot to 10,000 Scottish men aged 20-30, with a questionnaire askin ...

Direct response ads still need a hard selling approach and should always be designed around the response mechanism.

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 ...

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.

This paper describes a procedure developed for assessing the reach and impact of unaddressed door-to-door advertising, called direct non-mail. Early studies during which questions on the receipt and ...

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 a ...

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 ...