What is the most cost-effective response medium?

Andrew Green

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

What is the most cost-effective response medium?

Andrew GreenZenithOptimedia

BACKGROUND

Quite often, the answer to the FAQs posed in this series of articles is 'we don't really know' or, worse for the non-researcher: 'it depends'. This FAQ is a case in point.

Before the dawn of the internet, 'response' media comprised vehicles like print advertising with coupons, or television commercials where viewers were invited to ring a dedicated line, as well as direct mail and door drops.

Now we have e-mail as well as traditional post; we also have generic and brand search marketing. The rise of on-line shopping...

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