A review of factors affecting direct response campaigns' success and an analysis of a campaign

Abstract

Design response advertising is a particularly interesting subject to study in the marketing field because, by its very definition, the value of the response to each advetisement is known. This fact makes it much easier to evaluate the results of direct response advetising than to determine the effectiveness of ordinary advertising where no direct value of the response to an advetisement isusally known. Although there are some differences between direct response advertising and ordinary newspaper and magazine advertising, it is possible to apply knowledge of one type od advertising to the other. Therefore, conclusions reached an ordinary newspaper and magazine advertising campaign. This report begins with a brief definition of what is meant by direct response advertising and what constitutes the main managemnet decisions for its effective use. In the next section some published studies of a direct response nature are reviewed to see hat general principles or results can be ascertained. Finally, in order to further examine some of the earlier conslusions, the results of an actual direct response campaign are analysed in detail.