Chapter

Distinctive Direct Response Advertising

Lois K. Geller

in Response

Published in print November 2002 | ISBN: 9780195158694
Published online October 2011 | e-ISBN: 9780199849420 | DOI: http://dx.doi.org/10.1093/acprof:oso/9780195158694.003.0006
Distinctive Direct Response Advertising

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Chapter 6 promotes the distinct advantages of direct response ads over direct mail packages. Direct response ads can usually reach large numbers of people for less money and there are fewer steps involved in the process compared to a direct mail campaign. The chapter briefly discusses the objectives of employing the direct response advertising which govern the entire process. Moreover, guiding principles are provided in targeting an ideal location for the technique giving a large amount of consideration to the working budget of the process.

Keywords: direct response ads; direct mail; location; budget; advertising

Chapter.  7149 words.  Illustrated.

Subjects: Business Strategy

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