Direct response versus image advertising

Abstract

In the past, the disciplines of image advertising and direct response advertising have been relatively isolated from one another. Recent interest has been directed toward integrating the two disciplines, thereby reaping the benefits of each. Yet, discussions regarding the differences between image and direct response advertising are limited. Suggestions as to how an integrated marketing approach might be implemented are equally rare. This article outlines the factors that distinguish image from direct response advertising and proposes that a melding of the two techniques can benefit both traditional and direct marketers. A method for evaluating where a particular message falls on a direct-image advertising continuum is provided.