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    Direct response advertising

    DefinitionCreative Strategy

    Direct response advertising

    Advertising built to trigger an immediate, measurable action - click, sign-up, purchase - with a clear offer and call to action. The craft predates digital by a century; performance marketing is direct response with better feedback loops.

    Evidence from the library

    Performance advertising mostly directs people to brands they have already chosenPrinciplePerformance advertising is storytelling at scale, not the absence of storytellingPrinciple17% / 10% / 6%Paid search and email are the strongest activation channels, well ahead of DRTV and SMS.StatBrands learn and scale faster with performance marketing: creative volume grows exponentially with spendPrinciple73%Digital performance channels take 73% of global ad spendStat

    Source

    Marketing Definitions

    Claude Hopkins, Scientific Advertising (1923) tradition

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