The Science of Cha-Ching
Within traditional (i.e. inexperienced) ad circles, you might hear that direct response is fairly simplistic. “You want to try direct response?
 
Slap an 800 number and web site address on your TV spot, alert your customer support people, and there’s nothing else to it.” Frankly, nothing could be further from the truth. [...]

 
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Why integrate Direct Response?
 
 
Direct response provides you with the ability to generate exponential and/or immediate improvements in results (i.e. sales or leads). Direct response can generate such results in many ways.
 
When you think of direct response, you immediately think of the phone or web site. But direct response marketers also experience favorable results in [...]

“Everything marketers do must support or build the brand. Realizing value from direct response marketing requires a holistic direct-to-brand strategy, unless you’re prepared for a new set of problems to emerge.” Jim Warren

Generating sales is still a goal today, but sophisticated brand managers are now using direct response to accomplish so much more [...]