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Healthcare Glossary

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Direct response advertising (DRA)

Advertising that engages a contact strategy incorporating phones, address and enquiry forms, web site identifiers or email addresses, with the intention of encouraging the recipient to reply directly to the advertiser requesting additional information. This contrasts to direct marketing in which the marketer contacts the prospective customer directly.

See also:
Direct Mail
Media planning
Respondent
Direct Marketing

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KVA is an award winning full-service digital communications & brand experience agency. Our healthcare expertise blends creative ‘outside-the-box’ thinking with...

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