Print media (general): Direct response

 

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 ...

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 ...

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 ...

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.

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 ...