Megan_chp7

Direct-Response Advertising

http://www.marketingprofs.com/articles/2013/12294/effective-direct-response-marketing-one-shot-vs-campaign

This article talks about the two different ways to do direct-response advertising. There is the one-shot approach and then there is the two plus step approach. The one-shot is faster and creates sales faster. It is where you make one marketing piece like and email, post card, or online ad and it ends up being so well crafted that the person who sees it picks up the phone to place an order. The next type of direct response advertising is the two plus step approach. This one takes more time and creates sales over a period of time. It is where you send your audience information over a set of time that ends up making them want to purchase a product. Both types of advertising works, the company just has to pick which one will work better for them and their products.