What Is Direct Response Advertising?

Responsive advertising refers to the advertisements that an organization or enterprise responds to the call of society or other enterprises and institutions to support the development of public welfare undertakings, and seeks the understanding and support of the public from all walks of life. It can be divided into two forms: one is to respond to a government policy, measure or a major event in current social activities in the name of an organization or an enterprise; the other is to respond to a new opening or a major celebration The organization or business of the event advertises as a companion as a congratulation. Responsive advertising emphasizes the relevance and publicity of businesses and all aspects of social life. ^[1]

Responsive advertising

Right!

Responsive advertising refers to the advertisements that an organization or enterprise responds to the call of society or other enterprises and institutions to support the development of public welfare undertakings, and seeks the understanding and support of the public from all walks of life. It can be divided into two forms: one is to respond to a government policy, measure or a major event in current social activities in the name of an organization or an enterprise; the other is to respond to a new opening or a major celebration The organization or business of the event advertises as a companion as a congratulation. Responsive advertising emphasizes the relevance and publicity of businesses and all aspects of social life. ^[1]

the main form

1. Respond in the name of a company to a government policy or measure or a major theme in current social life. Doing so signifies the company's integration into social life and its involvement in the country or society as a whole. On the night of July 13, 2001, Beijing's bid for 2008 was successful and the whole country was celebrated. The next morning, Hualong Group displayed a large banner in the main public places in Shijiazhuang, such as the railway station. , Not only expressed their pride in the success of China's bid to host the Olympic Games, but also spread their product image and corporate image.

2. Congratulatory advertising. When a business is newly opened or anniversary, advertise as a peer to congratulate. This kind of advertising can benefit from good advertising because it shows a willingness to work together for prosperity and welcomes legitimate competition.

3. Emotional advertising. Emphasize and implement two-way emotional exchanges between the public and the organization, use real time, place, and personal events to reflect the public's attitude towards the organization, and openly express the public's trust in the organization or products and services, thereby playing a long distance between the public and the organization, Large-scale communication and understanding.

4. Public service advertising. Also called service advertisement, it aims to provide free services to the public, thereby showing the organization's support for social welfare. The content of this advertisement is not necessarily directly connected to the organization, but has a direct relationship with social and public affairs. The "broadcast" of CCTV is a large number of public service advertisements of this type.

references

1. Li Huimin. "Basic Course on Public Relations Practice" [M]. Hebei University Press, 2002