is superior to all others on an analytically or factually supported basis as opposed to the mere conjecture used in institutional advertising.
Direct response advertising is salesmanship in print or over the air. As salesmanship, it makes a complete case for the company, product, or service. It overcomes sales objections. It answers all major questions, and it promises performance or results and backs the promise with a risk-free warranty or money back guarantee.
Direct response advertising directs people to action. It compels readers, viewers or listeners to visit your establishment, call you, send in money or come to your location to invest in your product or service. Used effectively, direct response advertising can produce thousands of super-qualified, favorably-disposed prospects. It gets people to call, write in or buy.
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