Direct Response Advertising
Direct response advertising is a promotional method in which the consumer is incited to answer rapidly and directly to the advertiser, through the use of a device in the ad (phone number, link, coupon, etc.).
It's mainly use in a retail context to create traffic, increase the sales and build a relationship with the consumer.
Journal Article:
Direct Marketing
Marketing Magazine, 11964650, 9/27/2010, Vol. 115, Issue 13
The Abstract:
The articles states that direct response marketing is designed to solicit a consumer response and encourage the customer to contact a company directly. It can be used to acquire new customers or generate repeat business with established ones.Also it is important to track your customer in order to assess the effectiveness in term of revenue of your direct response campaign.
There is 6 key elements to take into consideration when making up a direct response advertising campaign:
The Analysis:
Marketing has been facing a problem in terms of a lack of accountability in the executives boards of companies for many years. I do believe that direct response is a way to show that marketing can be accountable as it easy to asses the return of your investment when you track customers. In fact it is easy to evaluate how many people responded to a direct email campaign and estimate the ROI. Online marketing benificiate of that avantage as weel where it is possible to track customers and analyse the behavior of customers when they purshase online.
It's mainly use in a retail context to create traffic, increase the sales and build a relationship with the consumer.
Journal Article:
Direct Marketing
Marketing Magazine, 11964650, 9/27/2010, Vol. 115, Issue 13
The Abstract:
The articles states that direct response marketing is designed to solicit a consumer response and encourage the customer to contact a company directly. It can be used to acquire new customers or generate repeat business with established ones.Also it is important to track your customer in order to assess the effectiveness in term of revenue of your direct response campaign.
There is 6 key elements to take into consideration when making up a direct response advertising campaign:
- The offer
- The creative
- The media
- The response & media tracking
- The customer call service
- The privacy
The Analysis:
Marketing has been facing a problem in terms of a lack of accountability in the executives boards of companies for many years. I do believe that direct response is a way to show that marketing can be accountable as it easy to asses the return of your investment when you track customers. In fact it is easy to evaluate how many people responded to a direct email campaign and estimate the ROI. Online marketing benificiate of that avantage as weel where it is possible to track customers and analyse the behavior of customers when they purshase online.
Selection of Adverts
Karmaloop
Created by Karmaloop.
Objective:
The objective of a newsletter from an online retailer is to make their subscribers aware of new products, brands, or sales that are available on the website. But it is also to create traffic and raise up the sales. Through tracking tools websites can register the products you might like and create personalized offers that are more likely to reach you. The aim is to reinforce the idea that the retailer cares about their consumers.
Audience:
The audience here is limited to the website's subscribers. Different types of newsletter are sent on a daily basis, only people who bought a product or subscribed online will receive these offers.
Effectiveness:
Newsletters are a great tool to create traffic in websites and to let people aware of the new offers available. However, nowadays consumers receive a lot of email from companies and this can be seen as annoying in consumer's mind. Customer's email boxes are over flooded by all types of commercial emails and it is hard for companies to differentiate themselves from competitors. Personalized offers are a solution to better reach consumers as they feel that the retailer is taking care of their preferences.
Objective:
The objective of a newsletter from an online retailer is to make their subscribers aware of new products, brands, or sales that are available on the website. But it is also to create traffic and raise up the sales. Through tracking tools websites can register the products you might like and create personalized offers that are more likely to reach you. The aim is to reinforce the idea that the retailer cares about their consumers.
Audience:
The audience here is limited to the website's subscribers. Different types of newsletter are sent on a daily basis, only people who bought a product or subscribed online will receive these offers.
Effectiveness:
Newsletters are a great tool to create traffic in websites and to let people aware of the new offers available. However, nowadays consumers receive a lot of email from companies and this can be seen as annoying in consumer's mind. Customer's email boxes are over flooded by all types of commercial emails and it is hard for companies to differentiate themselves from competitors. Personalized offers are a solution to better reach consumers as they feel that the retailer is taking care of their preferences.
McDonald
Created By McDonald.
Objective:
The first objective of a coupon is to increase the sales by offering a direct discount to consumers. As long as McDonald is concerned they dont need to increase their brand awareness. Here the goal is purely revenue oriented.
Audience:
The audience is extremely large, everyone is targeted.
Effectiveness:
The effectiveness of coupons is quite high as they don't cost a lot for the company and they encourage consumers to consume. However I am not sure that only $1 discount is making a big difference in the customer's mind.
Objective:
The first objective of a coupon is to increase the sales by offering a direct discount to consumers. As long as McDonald is concerned they dont need to increase their brand awareness. Here the goal is purely revenue oriented.
Audience:
The audience is extremely large, everyone is targeted.
Effectiveness:
The effectiveness of coupons is quite high as they don't cost a lot for the company and they encourage consumers to consume. However I am not sure that only $1 discount is making a big difference in the customer's mind.
ActionAid UK:
Media Agency :
OgilvyOne, London, England.
Creative Agency : Emma DelaFosse, Charlie Wilson
Objective:
The main object is to consumers aware of the vital importance of the water in people's life in order to collect found and sponsorship to finance water pumps in Africa. The object for this nonprofit organizations is logically to get people who would sponsors kids in Africa.
Audience:
The audience here is people concerned by the world issues. Middle class and upper class are more likely to be targeted by charity organizations as lower class are financially concerned by their own problems.
Effectiveness:
The objective of the ad is to araise feelings in the watcher mind. Western civilizations are worried by other issues than water, so when they watch such an ad they realize that Africa is facing vital issues and not material ones. Therefore, by seeing the children playing with the water will create emotion into the watcher mind. The phone number available and the possibility to sponsor a child for only 50 cents will encourage wealthy watcher to do it as it represents not even the worth of a coffee per day.
Creative Agency : Emma DelaFosse, Charlie Wilson
Objective:
The main object is to consumers aware of the vital importance of the water in people's life in order to collect found and sponsorship to finance water pumps in Africa. The object for this nonprofit organizations is logically to get people who would sponsors kids in Africa.
Audience:
The audience here is people concerned by the world issues. Middle class and upper class are more likely to be targeted by charity organizations as lower class are financially concerned by their own problems.
Effectiveness:
The objective of the ad is to araise feelings in the watcher mind. Western civilizations are worried by other issues than water, so when they watch such an ad they realize that Africa is facing vital issues and not material ones. Therefore, by seeing the children playing with the water will create emotion into the watcher mind. The phone number available and the possibility to sponsor a child for only 50 cents will encourage wealthy watcher to do it as it represents not even the worth of a coffee per day.