The Response TV study looked at the relationship between TV and other marketing channels and how those relationships impact on campaign response. The findings show that TV in combination with traditional direct response media, such as direct mail, print and online advertising, can maximise campaign results, generating significantly higher levels of consumer response than when channels are used in isolation.

According to the study, using direct mail in conjunction with TV ad campaigns can uplift response by 143%, while integrating TV and online activity garners an impressive 175%. Integrating press activity with TV results in a 52% uplift.

The study, carried out by research agency Data Talk, was designed to measure the media channels that individual adults receive, the acceptability of advertising formats on those channels, and the audience’s responsiveness to them. Conducted over three months, from June to August 2009, it surveyed 3,000 adults about their media consumption habits through an online questionnaire.

‘There is a real need for a shift in the way advertisers think about the relationship between direct and mass marketing media,’ says Robert Keitch, chief of membership & brand at the DMA. ‘Any brand concerned with maximising its marketing ROI and amplifying the effectiveness of its influence on the consumer should take note of the proven benefits of integrating direct marketing and TV.’

Source: Mail Media Centre