also know as D.R.. The marketing and sales methodology of bypassing standard retail stores to make a product sale directly with the consumer. Basic direct response channels are: TV, radio, mail, print (newspapers and magazines), catalogs, phone, electronic kiosks, on-line, CD ROM and the granddaddy of them all: carnival pitch men.
Pertaining to promotional media activity that permits or requests consumers to directly respond to the advertiser by post, telephone, e-mail or some other means of communication.
An advertising technique that urges the audience to respond in a particular manner, usually to buy a product, and provides that audience with the means to do so. A business reply card (BRC) is a direct response tool.
In advertising. Advertising designed to trigger a behavioural response in target audiences, e.g. placing mailback coupons in the ad, asking people to bring in or mention an ad, setting up a phone number and asking individuals to call for further information etc.
promotion that solicits quick action on the part of the reader.
Refers to direct mail and telemarketing campaigns.
A promotional method that solicits an immediate and measurable response, usually by mail or phone.
Direct mail that asks the consumer for some feedback. This includes coupons, reply cards, a phone number, web address, etc.
Direct response is the process of measuring the results of direct media. This can be anything from a mail drop to television spots (DRTV), and everything in between. A contact number, usually a toll free number, is provided via the media source and people call in regarding the reason of the direct marketing. Types of calls that fall under the direct response umbrella include reservation bookings, lead capture, surveys, coupon redemption, catalog order entry, dealer locate, fundraising and donation lines, information and referral, mail order fulfillment, market research, merchant processing, and many more.
Marketing and advertising that is designed to drive sales rather than provide information.
A form of advertising or promotion which seeks to generate a measurable reaction form customers or prospects. Print or broadcast advertisements featuring a mail-back coupon or toll-free telephone number are among the most common forms of direct response advertising.
Advertising that attempts to generate orders directly to the manufacturer or service rather than through stores, deal er s, or agents.
A traditional advertising method used to elicit a direct response from a target by providing immediate access to the means to make a purchase. The interactivity of the Internet is ideal for the implementation of direct response advertising campaigns.
Promotions that permit or request consumers to directly respond to the advertiser by mail, by telephone, by e-mail, or some other means of communication. Some practitioners use this as a synonym for direct marketing. Domain Name: The unique name that identifies an Internet site.
A mailing term describing advertising whereby the only connection the consumer has to the product is the advertising, and the only way a consumer can act on the advertisement or commercial is to return a coupon or make a phone call.
The school of advertising that says, "The Internet is an interactive medium. If the consumer interacts with our marketing efforts, we've done our job." Unfortunately for agencies, there's nowhere to hide with interactive campaigns, as they produce precise success or failure measurements.
