Stage 2: Direct response advertising

Direct response advertising is designed to generate an immediate response from consumers, where each consumer response (and purchase) can be measured, and attributed to individual advertisements. Direct-response marketing is delivered through a wide variety of media, including DRTV, radio, mail, print advertising, telemarketing, catalogues, and the internet. Direct-response advertising is defined by the presence of four defining components: 

• A strong offer 
• A call to action (or call for response) 
• Sufficient information to interpret the value of the offer 
• A means of response (for example, a toll-free number, web page address, or mailing address) 

The objective of the advertisement is to make the audience a compelling offer, and tell them exactly how to get it. This is the essence of direct response advertising. "Hey, Mr. Viewer. Here's what you can get, here's how to get it, and here's why you should get it."

Advertisement: Simon Solution

About the ad:

It's Simon Solution 2 Step System for Fuller Lips featuring Pamela Anderson as spokesperson to advertise how she gets fuller lips by applying Simon Solution. Infomercials also use testimonial appeals which tap into peoples sense of rationality such as "well if they say its good it must be!". Infomercials are a good way to educate consumers about a new product if the company has little money to get started as they can make sales and advertise all in one. The ad may be appealing for the women out there who are dying to have Angelina Jolie's lips. The target audiences are 18-55 years old women who care about the look of their lips. The target audiences may be women who are looking for alternative to get fuller lips other than injection or plastic surgery.

Advertisement: Petplan

About the ad:

The ad is sending message to pet owners that they should buy insurance for their pets just in case anything happens to their pet. The target audiences of this ad are obviously the pet owners who care for their pets. 

Journal article:

Woodside, A, & Soni, P 1991, 'DIRECT-RESPONSE ADVERTISING INFORMATION: PROFILING HEAVY, LIGHT, AND NONUSERS', Journal Of Advertising Research, 31, 6, pp. 26-36, Communication & Mass Media Complete, EBSCOhost, viewed 3 April 2012.




Trade press article:

http://adage.com/article/agency-viewpoint/marketers-confuse-likes-brand-building/228705/