What is a direct response advertising agency?

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A direct response advertising agency is a service provider that helps its clients create, implement and track direct response marketing and advertising campaigns. Direct response is a type of advertising or marketing that a business can participate in. The reason it’s called direct response advertising is because the goal is that as soon as the direct response advertising agency gets the promotion in front of the intended customer, the customer reacts immediately.

There are several forms of marketing and advertising that a direct response advertising agency can use in these types of campaigns. One of the most well-known and popular direct response advertising methods is coupons. Consumers can immediately cut a coupon and take it to the store to redeem. Some coupons even include redemption codes, so these coupons can be redeemed online. An agency would help a client put together the coupon or discount they were supposed to offer and then put in place a tracking or response initiative to see the success or failure of the coupon campaign.

A direct response agency spends a lot of time working closely with its clients. The agency representative wants to know the company inside and out. The agency representative also needs to know his client’s clients. Collecting all the information allows the direct response ad agency to gather campaigns that customers are most likely to respond to immediately.

Through this research and the experience of the direct-response advertising agency representatives, the representative can usually put together a plan. The representative then helps implement and launch each of the direct response campaigns. In addition, the agency tracks response rates so it can report to the client what was or was not successful.

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The agency and clients typically use response rates to replicate successes and adjust for failures or campaigns that were not as successful. In essence, a direct response advertising agency puts together marketing and promotional campaigns that encourage their clients’ clients to react immediately, which immediately boosts sales for the clients the agency is serving.

Today, these types of agencies use both online and offline direct response tactics. Some other examples of direct response pieces include response cards, toll free numbers, providing an email address and name online to download a free report, e-book or other information.

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