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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
Field marketing, Advocacy, Attitudinal scaling, Gross Domestic Product (GDP), Day-after recall, Non-profit marketing, DRIP Framework, Buzz, Market value added (MVA), Marketing concept, Narrowcasting, Market share, Product class, Display advertisement, Dichotomous question,
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