Invisible Response Rates

Posted on December 25th, 2008 by Larry Chase

Most direct marketers make the basic assumption that the response rate of each ad is the only measure of the effectiveness of that ad. This isn’t true. It’s often the case that there is a cumulative effect of direct response ads that in some cases eventually results in a click or other response. Call this the branding effect of direct response. Numerous studies show that when a brand is heavily advertised in non-DM channels, response rates do go up because of higher top-of-mind awareness. Also, you have to figure that every prospect reading a direct response ad is not going to take action at that moment. They may later, when they’re ready, and make some mental note to put you on their short list. These efforts are harder to measure and quantify. But it’s well worth keeping in mind. You can present your wares to the same audience multiple times, and still have each effort be effective because of this cumulative effect.

The Internet Marketing Tip above originally appeared in Larry Chase's Web Digest For Marketers which you can subscribe to at no charge at www.wdfm.com.