What is the most cost-effective response medium?

Andrew Green
ZenithOptimedia

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 and internet recommendation engines has enhanced our marketing toolkit, but has also complicated the process of trying to understand the effectiveness of this marketing.

FRAMING THE ISSUE