People today are bombarded by insurance direct mailing techniques, emails, and TV advertising. However while a technique to gain mass exposure is important, getting direct response is what makes sales. Here are 15 reasons why insurance direct mailing destroys television ad results.
50% of the television ads you watch are produced for show, and not made to directly have people calling in to buy. They are shown for Branding. Implant their brand into your head so the next time you purchase a product like that one, it will be the one being in the tv advertising.
Television Advertising
Imagine a brave new world where buying some television time could appeal to different consumer needs by using one ad that is tweaked. Ads now can be magically changed to appeal to customers at the opposite end of the scale on command. The Wall Street Journal wrote: "In a move that could help redefine broadcast-TV advertising, News Corp.'s Fox teams up with Fox is teaming up with Visible World to offer marketers tweak-able ads -- spots that can be digitally altered to contain elements relevant to particular viewers at the time they are seen.
By changing voice-overs, scripts, graphic elements or other images, for instance, advertisers could make an ad appeal to teens in one instance and seniors in another. Tailoring commercials has emerged as a new goal in the ad industry, thanks to a plethora of media outlets and the increasing fragmentation of audiences." Many marketing executives agree that direct response marketing is the future wave of television advertising.
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