Direct response advertising is measurable. While general advertising's image and brand building efforts are immeasurable and ambiguous, direct response advertising produces actual orders and inquiries to count. Consequently, success or failure is easily measured.

More and more major services and products demanding response and measurement from their advertising investments. The marketing focus has shifted away from production and sales to customer cultivation and fulfillment. The customer comes first and good customer relationships are the culmination of our marketing processes.

Integrated Direct Response Advertising
The definition of integrated advertising is more complicated than a general agency is willing to understand. General agencies see it as "speaking with one voice in all media". It is a massive branding or image building effort; a campaign where every element works together toward the same results. When you add direct marketing of direct response advertising, which is often the case today, a major problem may arise. Direct marketing is truly accountable to get the measured response. We lead our selling message with strong benefits, if we don't we cannot motivate our prospects or our current customers to act. To do this correctly, branding or image awareness advertising must sometimes take second place to motivating messages.

Good integrated advertising that recognizes the requirements of our bottom-line approach represents some of the strongest, most cost effective advertising around. The communications are synergistically integrated to build awareness while retrieving response.

• Why Direct Response Marketing Works
• Accountability
• Measurability
• 5 Principles of Direct Marketing