TV Ads Boost Press, Online and DM Response Rates Says ITV

An extract from a piece by Maisie McCabe, campaignlive.co.uk 27th January 2010

LONDON – TV ad campaigns boost online activity by 175%, direct mail response by 143% and press ad response by 52%, according to research from ITV and the Direct Marketing Association.

The research findings suggest TV can maximise campaign results from traditional direct response media such as direct mail, print and online.

ITV maintained there was a direct correlation between the use of TV, in conjunction with other media channels, to drive greater response and said TV remained the most acceptable form of marketing communication.

Rupert Howell, managing director of ITV, brand and commercial, said this study provided clear evidence that “TV makes marketing messages work harder by amplifying responses across the board and comes at a time when TV is more accessible to clients than ever before”.

The study was carried out by research agency Data Talk and surveyed 3,000 adults, using an online questionnaire, between June and August 2009.

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~ by rtymerej on March 7, 2010.

 
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