Direct-response marketing is a form of marketing Marketing is the process by which companies determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It is an integrated process through which companies create value for customers and build strong customer relationships in order to capture value from customers designed to solicit a direct response which is specific and quantifiable. The delivery of the response is direct between the viewer and the advertiser, that is, the customer responds to the marketer directly. This is in contrast to direct marketing Direct marketing is a sub-discipline and type of marketing. There are two main definitional characteristics which distinguish it from other types of marketing. The first is that it attempts to send its messages directly to consumers, without the use of intervening media. This involves commercial communication with consumers or businesses. The in which the marketer contacts the potential customer directly.
In direct marketing (such as telemarketing Telemarketing is a method of direct marketing in which a salesperson solicits to prospective customers to buy products or services, either over the phone or through a subsequent face to face or Web conferencing appointment scheduled during the call), there is no intermediary broadcast media involved. In direct-response marketing, marketers use broadcast media to get customers to contact them directly. It is direct-response marketing because the communications from the customer to the marketer are direct, this differentiates it from simple direct marketing in which the communications from the marketer to the customer are direct, but do not allow for instant feedback.
Like direct marketing, direct-response marketing seeks to elicit action. It is inherently accountable since results can be tracked and measured. Furthermore, direct-response campaigns perform best if the underlying strategies and tactics are highly competitive.
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Characteristics
Direct-response advertising is characterized by four primary elements:[citation needed]
- An offer
- Sufficient information for the consumer to make a decision whether to act
- An explicit "call to action"
- Means of response (typically multiple options such as a toll free number, web page, and email)
Media
One common form of direct-response marketing today is the infomercial Infomercials are long-format television commercials, typically five minutes or longer. Infomercials are also known as paid programming . This phenomenon started in the United States where infomercials were typically shown overnight (usually 2:00 a.m. to 6:00 a.m.)--outside of peak hours. Some television stations chose to air infomercials as an. Companies such as Script to Screen, Hawthorne Direct, Common Sense Direct, Guthy Renker, R2C Group-aka Respond2 Cmedia, and International Shopping Network specialize in infomercials. Infomercials and the production companies are honored every year at the ERA Annual Awards at the ERA D2C Convention[1]
Infomercials are also known as direct-response TV commercials. Short-form direct-response commercials have time lengths ranging from 30 seconds to 2 minutes. Long form infomercials are 30 minutes long. Infomercials try to achieve a direct response via television presentations. Viewers respond via telephone The telephone is a telecommunications device that transmits and receives sound, most commonly the human voice. It is one of the most common household appliances in the developed world, and has long been considered indispensable to business, industry and government. The word "telephone" has been adapted to many languages and is widely or Internet The Internet is a global system of interconnected computer networks that use the standard Internet Protocol Suite to serve billions of users worldwide. It is a network of networks that consists of millions of private and public, academic, business, and government networks of local to global scope that are linked by a broad array of electronic and, credit card in hand.[citation needed]
Noted infomercial personalities include Anthony Robbins Anthony Robbins is an American self-help writer and professional speaker who has been active for over 30 years. He became well known through his infomercials and bestselling self-help books, Unlimited Power: The New Science Of Personal Achievement and Awaken The Giant Within. The first edition of Unlimited Power was published by Fawcett Columbine (, Cher Cher is an American pop singer-songwriter, actor, director and record producer. She has won an Academy Award, a Grammy Award, an Emmy Award, three Golden Globe Awards and a People's Choice Award for her work in film, music and television, George Foreman George Edward Foreman is an American two-time former World Heavyweight Boxing Champion, Olympic gold medalist, and famously successful entrepreneur (with the George Foreman Grill), fitness guru Jack Lalanne Jack LaLanne is an American fitness, exercise and nutritional expert, celebrity, lecturer, and motivational speaker who has been referred to as "the godfather of fitness." He has published fitness books as well as hosting a long-running fitness television show between 1951 and 1985, inventor/salesman Ron Popeil Ronald M. Popeil is an American inventor and marketing personality, best known for his direct response marketing company Ronco. He is well known for his appearances in infomercials for the Showtime Rotisserie ("Set it, and forget it!") and for using Ed Valenti's (Ginsu knife creator) famous lines, "But wait, there's more!" and &, Anthony Sullivan, Billy Mays, and Vince Offer Offer "Vince" Shlomi , better known as Vince Offer, is a writer, director, and comedian best known as the owner and pitchman of two sold-on-TV products: ShamWow! absorbent towels and the Slap Chop food chopper.[citation needed]
An offshoot of the infomercial Infomercials are long-format television commercials, typically five minutes or longer. Infomercials are also known as paid programming . This phenomenon started in the United States where infomercials were typically shown overnight (usually 2:00 a.m. to 6:00 a.m.)--outside of peak hours. Some television stations chose to air infomercials as an is the home shopping Home Shopping commonly refers to the electronic retailing / home shopping channels industry, which includes such billion dollar companies as HSN, QVC, eBay, ShopNBC, Buy.com, and Amazon.com. Home shopping allows consumers to shop for goods while in the privacy of their own home, as opposed to traditional shopping, which requires you to visit brick industry. In this medium, a home shopping host A home shopping host is the on-air host that partners with guests on television shopping channels, such as HSN, QVC, and ShopNBC. The job of a home shopping host is to introduce new presenters and guests to the television audience, and help these guests explain the values and features of the product being showcased will showcase a product directly to the viewer, and encourage them to purchase the item. Noted pioneers in this industry include the first home shopping host A home shopping host is the on-air host that partners with guests on television shopping channels, such as HSN, QVC, and ShopNBC. The job of a home shopping host is to introduce new presenters and guests to the television audience, and help these guests explain the values and features of the product being showcased, Bob Circosta Bob Circosta is television's first ever home shopping host and has achieved over one billion dollars in personal product sales on live television. His offices are in Clearwater, Florida, just a few miles from the Home Shopping Network's corporate building. Circosta is considered one of the pioneers of the home shopping industry; Bud Paxson A native of Florida, Paxson began his career as the owner of a small AM radio station, WWQT 1470 AM, in Clearwater, Florida. There, in 1977, an advertiser had plenty of product to sell—avocado-green-colored can openers—but ran out of funds to purchase airtime. Paxson instructed talk-show host Bob Circosta, who had a talk show from noon until 3: and Roy Speer, founders of the first home shopping channel HSN Home Shopping Network or HSN is a 24-hour basic cable shopping network that can be seen on cable, satellite, and some terrestrial channels in the United States. The company also operates HSN.com, an e-commerce operation; and Joseph Segel Joseph Segel is the founder of over 20 American companies, most notably QVC, an American television network, and the Franklin Mint, a producer of mail-order collectibles. He has been honored with a Lifetime Achievement Award from the Electronic Retailing Association and an honorary doctorate from Drexel University who founded America ^ b. English is the de facto language of American government and the sole language spoken at home by 80% of Americans age five and older. Spanish is the second most commonly spoken language's most successful home shopping channel QVC QVC is a West Chester, Pennsylvania, USA, multinational corporation, specializing in televised home shopping. Founded in 1986 by Joseph Segel, QVC broadcasts in four countries to 141 million consumers. The name is an initialism—standing for Quality, Value, Convenience, the three pillars of Segel's vision for the company.[citation needed]
Other media, such as magazines Magazines, periodicals, glossies or serials are publications, generally published on a regular schedule, containing a variety of articles, generally financed by advertising, by a purchase price, by pre-paid magazine subscriptions, or all three. Magazines can be distributed through the mail; through sales by newsstands, bookstores or other vendors;, newspapers A newspaper is a publication containing news, information, and advertising. General-interest newspapers often feature articles on political events, crime, business, art/entertainment, society and sports. Most traditional papers also feature an editorial page containing columns that express the personal opinions of writers. Supplementary sections, radio Radio is the transmission of signals by modulation of electromagnetic waves with frequencies below those of visible light. Electromagnetic radiation travels by means of oscillating electromagnetic fields that pass through the air and the vacuum of space. Information is carried by systematically changing some property of the radiated waves, such as, and e-mail Electronic mail, most commonly abbreviated email and e-mail, is a method of exchanging digital messages. E-mail systems are based on a store-and-forward model in which e-mail computer server systems accept, forward, deliver and store messages on behalf of users, who only need to connect to the e-mail infrastructure, typically an e-mail server, can be used to elicit the response, but they tend to achieve lower response rates than television Television is a widely used telecommunication medium for transmitting and receiving moving images, either monochromatic ("black and white") or color, usually accompanied by sound. "Television" may also refer specifically to a television set, television programming or television transmission. The word is derived from mixed Latin.[citation needed]
Mail order Mail order is a term which describes the buying of goods or services by mail delivery. The buyer places an order for the desired products with the merchant through some remote method such as through a telephone call or web site. Then, the products are delivered to the customer. The products are typically delivered directly to an address supplied describes a form of direct-response marketing in which customers respond by mailing a completed order form to the marketer. Mail order is slow and response rates are low. It has been eclipsed by toll-free telephone numbers and the Internet.[citation needed]
While certain types of media, as mentioned above, have been commonly used in direct-response campaigns, direct-response marketing, as such, is media-neutral, provided the campaign includes the four main elements of direct response. Furthermore, direct-response marketing is organization-neutral, which is to say that it is practiced by organizations of many types and sizes, regardless of industry.[citation needed]
Principles
Direct-response ads like infomercials Infomercials are long-format television commercials, typically five minutes or longer. Infomercials are also known as paid programming . This phenomenon started in the United States where infomercials were typically shown overnight (usually 2:00 a.m. to 6:00 a.m.)--outside of peak hours. Some television stations chose to air infomercials as an can be contrasted with normal television commercials A television advertisement or television commercial – often just commercial or TV ad , or advert or ad (UK/US), or ad-film (India) – is a span of television programming produced and paid for by an organisation that conveys a message. Advertisement revenue provides a significant portion of the funding for most privately owned television because traditional commercials normally do not solicit a direct immediate response from the viewer, but instead try to brand A brand is a name used to identify and distinguish a specific product, service, or business.[page needed] A legally protected brand name is called a proprietary name their product in the market place.
Improving the appeal and uniqueness of an offer is a first step for improving response. An offer must be targeted such that its appeal is relevant to the wants or needs of the audience, so the choice of media or list carries similar importance as the perceived value of the offer.
There are many other best practices and techniques used to achieve results such as the use of urgency, clear and compelling copy, and graphics and design which reinforce the message.
See also
- Direct marketing Direct marketing is a sub-discipline and type of marketing. There are two main definitional characteristics which distinguish it from other types of marketing. The first is that it attempts to send its messages directly to consumers, without the use of intervening media. This involves commercial communication with consumers or businesses. The
- Direct mail Advertising mail, also known as direct mail, junk mail, or admail, is the delivery of advertising material to recipients of postal mail. The delivery of advertising mail forms a large and growing service for many postal services, and direct-mail marketing forms a significant portion of the direct marketing industry. Some organizations attempt to
- Direct marketing associations 23 direct marketing trade associations from five continents established an International Federation of Direct Marketing Associations. Founded in 1989, the IFDMA was established to develop firm lines of communications between direct marketers around the world, and is dedicated to improving the practice and communicating the value of direct
References
Reuters
... from customers and enable new channel for direct response * Establish "near-time" communications via timely alerts and direct response Mobile marketing ...
Q. Recruiting is not my specialty... I must find the right individual to fill the shoes below... Any advise on how to find such an individual? === Marketing & Operations Manager required by direct response copywriter and marketing strategist to run all marketing and operational aspects of a variety of multi-million dollar campaigns. A lucrative and long-term opportunity for a true business builder... must be experienced in all aspects of managing offline and online marketing campaigns (directly and/or via 3rd party vendors)... including but not limited to: Managing outsourced operations, affiliate recruitment and management, joint venture deal brokering, SEO, PPC, public relations, viral marketing, online & offline list brokering,… [cont.]
Asked by Kelvin R. Parker - Mon Sep 4 01:32:02 2006 - - 3 Answers - 0 Comments
A. If the position is as high level as you suggest, it is worth investing in a good executive recruiting firm. You might also post ads in relevant trade journals and network at trade shows. The DMA (Direct Marketers Association) would be a good place to start. If you want someone with heavy online experience you could also try AdTech, Shop.org and SES.
Answered by ordinary_average_guy - Mon Sep 4 01:41:03 2006
