- Media Audits, the media consultancy, has extended its remit to the direct marketing field by launching an evaluation system which is designed to help clients increase response rates and reduce media costs.
The system, entitled DR3-D, has been trialled by a number of direct response advertisers, and provides advertisers with detailed analysis into how reponse rates can be affected by media planning.
Areas in which the system can be used include helping clients and their agencies predict how often viewers need to see an advertisement before responding, meaning that media spend can be used more efficiently. DR3-D can also identify the optimum level of repetition, which should enable advertisers to avoid saturation.
Advertisers will also, for the first time, have access to Media Audits' "real price" information on press and TV expenditure, and information on trends in media sales policy.
Alastair MacDonald, the director of Media Audits, said: "Users of DR3-D have a competitive advantage over other advertisers which helps them get the most from their media budget."
Martin Bartle, the PR and communications manager of the Direct Marketing Association, said: "Anything that makes direct marketing more accountable is bound to bring the agency closer to the client."