Alternative Reply Vehicles in Direct-Response Advertising
Albert Schofield · Journal of Advertising Research · 1994
Surveys of two consumer markets and one business-to-business market in the United Kingdom question the generality of a recent finding that consumers expending more effort to request information from advertisers are more likely to buy the product. This finding is confirmed, but not strongly, in the United Kingdom consumer markets; but results from the business-to-business market strongly support the conventional direct-marketing wisdom that response should be made as easy as possible. In this market the easier inquiry methods produced better results in terms of quantity of inquiries, conversion rates, and revenue per inquiry.