Posts Tagged "direct response advertising"

Tweet Pin It With my one hundred year background experience gleaned by studying the history of direct response advertising (mail order, direct mail, and print advertising)…my position on ‘creative’ advertising is this: Combining an accurate well researched copy platform with the right mix of campaign execution, is far different from being ‘creative’. This is vitally important to me as a direct marketer and copywriter. ‘Creative’ agencies often miss the potency and necessity of tying the product with the markets state of awareness (needs/wants) and their level of sophistication (how defined the offer is, how many times the prospect has been exposed to it, or similar...

Through the budget squeezing economic downturn, and new global trends, companies must return to ROI metrics and an attitude of diligent optimisation for higher marketing performance. Gone are the days (at least for now) of splashing money on expensive untrackable broadcast advertising.

Ladies and gentlemen, I envy you. Your timing is perfect. You’ve come in the direct response business at the right moment in history. You’re on to a good thing.