A content analysis of direct response television advertising

Abstract

While many direct marketers are starting to include direct response commercials as part of their marketing strategy, very little empirical knowledge exists regarding the current content, trend, and emphasis that direct response advertising occupies in the advertising arena. In order to provide more empirical insight into this neglected area, the authors explored, through a content analysis methodology, the current state of affairs pertaining to direct response television commercials. An analysis of 4220 commercials yielded 709 direct response advertisements. The authors provide an in-depth analysis of the advertisements in attempt to provide more insight on the placement of direct response advertisements in the firm's overall marketing strategy.