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Reasons Why Direct Advertising Works
Whenever the term advertising is mentioned, most of us think of the advertisements that we see in newspapers, magazines, the television and the Internet. It is safe to say that no sphere of our lives is safe from the reach of advertisements. Most days, we are assailed with advertisements from all kinds of businesses, individuals and corporate bodies to buy a particular product or service and to use a particular brand. But no other kind of advertising has ever before or since invaded our personal space as much as direct advertising (or direct marketing as it is sometimes known) has.
Critics of advertising would say that all advertising is direct and that direct advertising is nothing but a term used by the practitioners of advertising to reinvent themselves. But this nowhere near the truth. All advertising is not direct advertising. While it is true that all advertising is directly targeted at a particular (or even a generic) audience, direct advertising is a genre by itself. The theories of advertising can better explain this. Most conventional media like newspapers, magazines and television are mass media channels. What this means is that messages sent out in these media are intended for a mass audience. As such, the relevance to any individual would succeed if, and only if, this individual displays the characteristics and tendencies of the whole group. This is the rationale behind conventional advertising. And due to its reach and volume, very little in the name of customization can be offered.
But direct advertising is altogether different. By its very definition, direct advertising is directed at an individual. Which means that the message crafted by the advertising agency relates directly to this individual, making the communication directed and therefore much more effective. A good example of direct advertising would be the promotional offers and schemes extended to you by your credit card company or bank. Since they have all the data pertaining to your spending habits and even income, they are able to create direct advertising that caters to your individual and specific needs. Such direct advertising, when read by you could produce a desire to avail the product or service. Which means more members of the target audience can be successfully converted into clients.
The other reasons why direct advertising works are linked to the fact that almost all the messaging in direct advertising is targeted at the individual based on a full and complete understanding of the needs and aspirations of that individual. And again, according to the theories of advertising, direct advertising is a hot medium, calling for more involvement. This can be seen to be true if you go through any samples of direct advertising. For one thing, they all address you by your name. This is not possible in regular advertisements in conventional media. Another thing is that they all bring you offers that people like you, who earn nearly as much as you do, and who have similar demographic details like you have, are using. And finally, with the background knowledge applicable to you, direct advertising is also able to successfully suggest means and ways in which the product or service is applicable to your benefit.
These are all traits that are not possible with conventional advertising and are what have made direct advertising such a successful phenomenon the world over.
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