Lord of the Replies: Lessons from Direct-Response Advertising

Advertising in Action: Theory and Practice

Alan Phillips
Phillips Russell plc

Direct response is a most rewarding area of advertising – rewarding, that is, if you like all aspects of your decisions, strategy, planning, creativity, buying, etc. etc., being minutely examined and your efforts being judged accordingly. Of course, if you are of the bent that prefers awards to rewards then it might all be a little tedious.

For the response advertiser there is no esoteric delve into the mysteries of TGI and NRS to produce magical demographic weightings which (supposedly) have the power to transmute readers into purchasers. For him it is results, results, results. It does not concern him whether his market is one-legged Albinos living in H28s as long as they buy.