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Direct Mail |
Direct mailing advertising (known to its critics as "junk mail") has developed the oldest and some of the most effective response devices, including pre-paid Business Reply Envelopes and postcards.
Coupons
Coupons, however, are probably the best example of an effective response device. Billions of "____ Cents Off" coupons are distributed each year by direct mail, and in magazines and newspapers. Not only do people use the coupons to buy the products, but also the ad campaign can be carefully measured by the advertisers analyzing the computer-coded coupons redeemed. Commonly, advertisers will first use coupons in small, carefully-controlled "test markets" to measure effectiveness of different versions. Then, with this feedback, they can revise the ad campaign before any expensive national campaign.
Sweepstakes
Sweepstakes and contests are popular response devices often using a combination of direct mail and TV: for example, Ed McMahon telling us that the sweepstakes for Publishers Clearing House is in the mail.
Federal laws prohibit sweepstakes which require a purchase. But, most people still think that they "have a better chance" of winning if they buy the product. (In comparison to the much publicized $290 million dollar Powerball lottery, when the odds were 80 million to 1, the odds in the major direct mail sweepstakes run 120 million to 1.)
Advertisers know that most people throw away their "junk mail" unopened, perhaps only 2% or 3% actually open and read the whole mailing. Attention-getting is first major problem these advertisers face. Thus, when Readers Digest or Publishers Clearing House makes a costly mailing to 30 million households, they know that offering a million dollar sweepstakes prize will increase the percentage both of openings and of purchases.
Many other little response techniques are devised to get the reader to be actively involved (Yes/No tokens, Check marks, pasting stamps) and to respond (Bonus Offers, Reply Deadlines).