Direct and Digital Marketing in Practice by Brian Thomas & Matthew Housden

Author:Brian Thomas & Matthew Housden [Thomas, Brian]
Language: eng
Format: azw3
Publisher: Bloomsbury Publishing
Published: 2017-06-29T04:00:00+00:00

Size/Position

Noting Score (%)

DPS colour

59

Page colour

57

Page mono

42

Loose inserts

Advertiser

Size of insert

Noting %

Toy retailer’s catalogue

48 pages

87

Insurance offer

4 pages

83

Mail order catalogue

4 pages

79

As we can see, the noting scores are much higher with inserts than with advertisements. The use of inserts has grown dramatically over the past fifteen years and there are several reasons for this:

◾High responsiveness. In the final analysis the only reason for a medium to continue to attract advertising is that it produces results. As most loose inserts carry direct response advertising they are highly measurable, though the ‘leakage’ to websites mentioned earlier makes precise attribution difficult. They have consistently produced more cost-effective replies than page advertising.

◾More media opportunities. Twenty years ago, very few newspapers would accept loose inserts. Today many newspapers, including major national titles, carry inserts. Most local paid-for and free newspapers also carry them.

◾Ease of response. Prospects can tear off a reply card or post or fax back the entire piece, although often the main thrust is to generate a Web response.

◾Creative flexibility. There is almost no limit on space.

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