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Direct Response Marketing

The Perfect Mix: Print, Web and DRTV

1 Jun, 2008 By: Doug McPherson Response

Sprinkle in some print, toss in a dash of Web, stir vigorously with DRTV and you've got a media mix that's a clear recipe for sweet DR success.

Lazkani goes on to cite a Penn State University study that measured recall of print versus online marketing and found that participants' recall of marketing messages and brand names increased by 50 percent when they saw the ad in print. The research further noted incidental memory, where an individual doesn't actively notice something but is later able to recall it, was much greater for print.

And a key finding: Web advertisers must do more to attract readers than print advertisers.

"To get brand-name recall on the Web, your content must be impeccably placed and designed so that your ad is eye-catching without being intrusive, and 100-percent relevant to the consumer's current need," Lazkani says. "Otherwise, the impression is wasted. Print is still a much more effective way to get a consumer to remember your name and message."

Additionally, in the CrossMedia study, campaigns most successful at generating both positive brand awareness and purchase consideration combined print and online advertising most effectively.

Scoring With the Web
Scoring With the Web

But Lazkani says messages, imagery and branding need to be consistent across all channels and that every medium is measurable. "Playing mix-and-match with creative materials dilutes the impact of all advertising, and not knowing your ads' impact can lead to waste in your marketing budget," she says.

Multiple Options

Lazkani and others say DR print, DRTV and new media can be combined in almost any way to achieve marketing and sales goals, whether those goals revolve more around branding efforts or simply moving a large volume of product and boosting return on investment.

"The beauty of an integrated DR campaign is that a well-designed set of print, Web and TV ads with well-planned media buys can actually generate the higher results, both for brand image and for actual sales, than a unilateral or non-direct response campaign," Lazkani says.

Anthony Raissen, president of InterQuantum, a retail brokering and marketing consulting firm in Encino, Calif., says InterQuantum has successfully used print and the Web to boost DRTV product sales by incorporating a strong call to action across all media.

"Today's consumer is becoming well acquainted with all available media and, in some cases, expects to be given multiple options so they can learn more about a product before making a buying decision," Raissen says. "Capitalizing on multi-media campaigns dramatically improves sales."

He says by incorporating a Web or print component into the creative call-to-action for a TV spot, marketers drive viewers to dedicated landing pages or print vehicles to learn more about the product and to either order online or print a coupon or rebate to use when buying.

Raissen says ALCiS, one of InterQuantum's clients, is a good example. Berchtold says ALCiS' Web efforts now include getting consumers to retail outlets with a $2-off coupon. But ALCiS is still using DRTV, just moving from long-form to short-form. The company's ads are now mostly 15 and 30 seconds, with a sprinkling of two-minute spots as well. "The DR helped us get to retail quickly, and that's what we wanted," Berchtold says. "And DR is still helping us."

ALCiS is also starting an Internet banner campaign and restarting print. "We know we need to do these because we have discerning buyers in our category," Berchtold says. Berchtold also adds that ALCiS will tag its print ads with the retail locations.

Moving into 2009 and beyond, Berchtold says he'll focus on heavy TV with radio, print in select publications and some Internet advertising.

Berchtold also says the company will continue to hand out samples at marathons, doctors' offices and other special events. "When we got into the DR business, we didn't know what was going to work but what we learned was to get the right partners — call centers and marketing companies — and we learned to test — diligently test," he says.

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