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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
Related terms
Global brand, Defining Advertising Goals for Measured Advertising Response (DAGMAR), Market segmentation, Above the line, Syndicate groups, Alpha/beta testing, Copywriting, Marketing cost analysis, Opportunities to hear (OTH), Advertising, Porter's 'Five Forces', Marketing metrics, Local advertising, Below the line , Background,
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