Response means the relationship between received reactions (orders, inquiries) and sent copies of an advertising measure in direct marketing. Reactions must be taken off, which were released by the advertising measure, however not to the applied product, but e.g. to another product, a demand to a transacted purchase or other reaction stranger the actions to refer.

The Response is in former times, but not final indicator for the success of an action.

Example: An Mailing action at 50.000 addresses furnishes 1,000 sent back purchase orders. The Response amounts to then 2%.

Whether this Mailing pays or strikes an older concept, results finally from the anvisierten advertising goal of the action and the amount covered. This leaves itself very good from the Response, which average order value and the distribution of the post office entrance project. The Response is usually in the first days very high, reaches their high point after few days and drops then in continuously. Depending upon product and company the Responsekurven has a different process.

Articles in category "Response (marketing)"

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