Definition
Direct response advertising is an approach to the advertising message that includes a method of response such as an address, telephone number, or interactive television screen, whereby members of the audience can respond directly to the advertiser in order to purchase a product offered.
Direct response advertising can be conveyed to members of a target market by a wide variety of advertising media, including television, radio, magazines, mail delivery, etc.
Infomercials use program-length time periods to advertise goods and services. This approach often includes a direct response offer to sell the advertised items directly to the public.
The term offer refers to the terms and conditions (price, quantity, delivery date, shipping costs, guarantee, etc.) under which a product is presented for sale to potential customers in direct response advertising.
See also
References
- American Marketing Association, AMA Dictionary.