Direct Response (DR) Advertising is a form of advertising designed to generate an immediate, measurable response that can be attributed to a specific message running on a specific media outlet. DR advertising asks the consumer to take an immediate, direct action - while branding-oriented advertising is full of features, benefits and brand-image connections, with a diffuse call-to-action, or none at all. Direct Response Advertising can be done in most media, including TV, radio, mail, print, telemarketing, catalogs and online media.
There are a couple of different types of Direct Response Advertising.
Cash Buying DR Advertising is where we pre-pay and buy a specific quantity of time or space in radio, TV, print or the web. Our clients’ ads run as ordered - though many agencies’ DR advertising schedules get bumped by other advertisers who pay higher rates for the same time/space. Once the schedule has run its course, the results are tabulated and the metrics resolved.
Per-Inquiry, or Pay-Per-Call.
Per-Inquiry Advertising is where the client agrees to pay a set price for each qualifying call the media generates, instead of paying for the media outlet’s time or space costs.
The HPM Difference.
HPM saves advertisers time and money.
Through years (17 and counting) of established professional and personal relationships with an astonishing array of media companies, HPM is able to acquire exceptional media at profound savings for our clients. We spend millions of dollars a year, every year, with any number of media companies; we leverage that buying power to benefit our clients through dramatically lower advertising prices. And unlike many other agencies whose client schedules fail to clear, The vast majority of our clients enjoy 100% clearance (93% is our ‘worst-case’ scenario) of the advertising schedules we buy on their behalf; there’s enormous power in our relationships with the media, and that benefits every single HPM client.
We’re able to place our clients’ ads on appropriate media channels in front of the right target market for pennies on the dollar, or on a pay-per-call basis, or a combination of cash and PI advertising.
The HPM Path is the tool we use to evaluate the client’s current marketing situation, and either establish a new path, change the current direction, or offer a cleaner, clearer approach to delivering trackable and measurable results that increase incoming calls and sales.
Let HPM take your Direct Response Advertising to an exceptional, new level. Just click “Chat Live” up above and let’s get connected.