DIRECT NEWS: Survey reveals rise of direct response in press ad medium

The use of direct response in national and regional press advertising has risen dramatically in the past three years, marking the popularity of direct marketing techniques among advertisers.

The use of direct response in national and regional press

advertising has risen dramatically in the past three years, marking the

popularity of direct marketing techniques among advertisers.



Up to 90 per cent of news-paper ads include direct response, up from 78

per cent in 1995, according to figures released this week by the Direct

Marketing Association’s Research Centre.



Colin Lloyd, chief executive of the DMA, said: ’The results confirm the

full extent to which direct marketing techniques have been embraced by

advertisers.’



Preliminary figures for direct marketing expenditure in 1997 in the UK

are pounds 7.2 billion, up from pounds 6.2 billion in 1996. The figures

confirm that direct marketing has become the largest form of marketing

communications in the UK, according to the DMA.



Advertisers’ growing use of direct response is the result of better

technology and a desire to quantify the effectiveness of advertising and

to establish direct contact with consumers, Lloyd said.



The growth potential of direct response in radio and TV is higher than

in news-paper advertising, which has almost reached saturation point,

the DMA found.



Direct response advertising in magazines has also reached saturation

point at 80 per cent, according to the survey.



Philip Cuts, head of marketing at the Periodical Publishers Association,

said: ’It is an indication that advertisers have been successful with

direct response in magazines.’



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