What do we know about Direct Response television advertising?

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.

What do we know about Direct Response television advertising

In the first of an occasional series on best practice in direct response advertising, Beverly Barker looks at television

Beverley Barker
DIRECT RESPONSE advertising is not only the preserve of marketers without retail distribution. It can be an integral part of communication strategies where the objective is to achieve accountability, customer information or sales leads, or to reach selected lifestyle cluster groups with a relevant targeted message. Direct response advertising, whether 'above-the-line' or 'below-the-line', provides the researcher or planner with additional quantitative information and feedback upon which to base...

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