If you wonder what is direct response, this is a form of marketing, in which an advertiser solicits a direct response from a viewer of the advertisement.
The response has to be very specific. Also, it must be measurable in quantitative terms. The process is initiated by the seller of a product or service using some form of media as a vehicle for his advertising. However, the customer’s response is designed to be direct, without the use of any intermediary. Hence, this marketing form is what is called Direct Response Marketing.
In direct response, the seller initiates a call to action, and the success of the campaign rests on the ability of the seller to track and measure the responses from potential customers.
What direct response is capable of achieving is obvious from successful direct response campaigns found in the home shopping industry, infomercials, and mail order. In recent years, the Internet and toll-free phone numbers have been used to make the seller-customer relationship more dynamically interactive than the slow-moving mail order.
Response is good when the original offer of the seller is unique and appealing. The offer must be relevant to the audience at whom the advertisement is targeted. So there will be a greater value perception in the minds of the target audience depending on the media chosen to carry the message. For instance, a billboard on a highway makes a sensible choice for a call for responses from car owners.
What direct response uses is a sweeping range of media and it has been proven to work for all kinds and sizes of organizations, across industries.