Media Audits, the media consultancy, has extended its remit to the
direct marketing field by launching an evaluation system designed to
help clients increase response rates and reduce media costs.
The system, called DR3-D, has been tested by a number of direct response
advertisers and provides advertisers with detailed analysis of how
response rates can be affected by media planning.
The system can be used to help clients and their agencies predict how
often viewers need to see an ad before responding, so that media spend
can be used more efficiently and saturation avoided. And, for the first
time, advertisers will have access to Media Audits’ ’real price’
information on press and television expenditure.
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.’