Direct response advertising is a common industry practice and one that is quite effective. A recent study reinforced that claims of effectiveness for this type of advertising and showed that it is highly regarded and widely used. If your company is considering using direct response advertising in its marketing scheme, there are a few things you need to know.

Basics of Direct Response Advertising

First, it is important to understand that direct response advertising should not be your sole method of advertising. It is more effective as part of an inclusive and integrated overall marketing strategy. Relying exclusively on direct response ads limits the effectiveness of your overall strategy.

Second, it is important to focus on the response side of direct response advertising. How will your target audience respond to your ad? That is, what type of communications channel will they employ to respond to your direct ad? Some channels are more effective than others, and websites are usually the best.

Third, always use variety when you can. Offering a variety of response channels increases your chances of success. Giving consumers more choice in how they will respond increases the odds that they actually will. A combination approach to response, one integrating various channels, is probably your best bet and will provide your organization with the best results and the most value for your money.