Direct response advertising urges consumers to take immediate action, often by contacting the supplier, and can be done through postcards, flyers, special offers, and online methods. It can be effective and low-cost when combined with other promotional efforts.
Direct response advertising is an advertising and marketing approach that uses different strategies to get consumers to take some kind of immediate action. The idea is to get anyone viewing the advertisement to respond in a specific way. Typically, the focus is on urging the consumer to contact the supplier as a means of improving the chances of establishing a professional business relationship.
An example of direct response advertising would be the use of postcards as a promotional effort. Postcards can advertise the sale of a specific item for a limited period of time. As part of the card design layout, the supplier will provide contact information, usually a phone number or website address, and encourage the reader to call or visit the website for more details or to place an order. This approach not only makes consumers aware of the sale, but also provides specific instructions on how to make the purchase in the most convenient way.
Flyers and hangers serve the same type of function as direct response advertising. The text and graphics of promotional material include information that can be used to direct interested parties to contact the supplier. Once that contact is made, the potential for generating a sale is greatly increased.
Even ads for special offers or coupons placed in newspapers fit the description of direct response advertising. With ads, consumers can call or visit the supplier and place an order. Discount coupons can be clipped and taken to a supermarket or other retail setting and used to purchase merchandise for less than the current retail price. In both approaches, consumers respond to advertising by doing exactly what the advertiser expects them to do.
Online direct response advertising is simply a variation on more traditional methods used in offline situations. Here, the vendor makes it easy for consumers to visit a website, find what they want, and quickly gain access to a means of making a purchase. Even online or classified banners that are embedded in links that take the consumer to an order page have the direct effect of facilitating the purchase process. When used in conjunction with other forms of promotion and public relations, direct response advertising can be very effective while adding little cost to the overall promotional effort.
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