"The challenge of general advertising is that most ads are image-building and not response-building, so it is difficult to measure the success of a campaign, without incurring the extra costs of conducting surveys and focus groups," says Sumner.
DRTV: Direct Response Television is one of the liveliest media in that is can show products actually in use. Unlike brand advertising or general advertising on TV--which is designed to create awareness--DRTV attempts to change behavior by getting ...
marketing communications - A concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines-for example, general advertising, ...
Integrated campaigns. E-mail can be a powerful component within an integrated direct marketing campaign. It can work in collaboration with direct mail, telemarketing and general advertising.
 See also: Rough, Services, Lead, Industry, Image
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