In Good Times and Bad, Direct Response Advertising Delivers the Goods
July 30th, 2008 . by I.M. VocalIf you watched TV during the 1960s - or AMC’s hot new show about the 1960s advertising universe, Mad Men - “David Oglivy” is a name to be conjured with.
A YouTube video of the Master at Gavin Heaton’s Servant Of Chaos blog is a Schweppervescent trip down memory lane. It’s also a timeless reminder for marketing folks that direct response - not general - advertising is the real gold standard. Why? Because direct response advertisers know “to the dollar” how effective their programs are.
Yet direct response advertising is a stepchild in the advertising hierarchy. But while those edgy image ads are garnering Advertising Age awards, a constricting economy means businesses will increasingly demand results in cool, hard cash. And that means….direct response.
So make it easier on everyone with a click-to-call.
