Target And Response

Written by Seth Cotterell
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Target and response is the foundation of advertising. Traditional advertising strategies have followed this foundation for generations, but it wasn't until the advent of direct response advertising that the target and response system was perfected. In recent years, this necessary part of the advertising cycle has been honed and perfected by pay per performance advertisers. Let's look at a simple advertising scenario to get a better idea of why target and response is so important and how direct response advertising has perfected it.

Target and Response in Direct Response Advertising

The first thing you do in advertising, before you can even make your commercial, is decide who your commercial is targeted at. If your target is middle class teens you'll certainly want to take a different approach than if your target is fixed income retirees. It used to be that you'd target your audience, show your ads, then hope sales would increase and that would be the response you judged success with. The problem with that model is that sales can be affected by other causes and you can't accurately gauge response that way.

With direct response advertising, you start out the same as traditional advertising. You choose your target and then make your commercial. What's different is that response can be tracked. You are able to track each and every inquiry, lead, or sale that comes in relating to your commercial. Because you can see the results of your strategy in real time, you can make changes as you go for maximum results.

Traditional advertisers talk a lot about target and response, but the only thing they really do is target. They are unable to track response with anything more than an educated guess. Direct response advertisers are able to control both factors in the scenario and thus create more productive, cost effective advertising strategies.


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