Not quite what the DR ordered

Great idea these direct response ads. A persuasive creative deserves a facility for immediate purchase. The sales rewards easily justify the costs, we’re told.

So why the hell don’t they work?

Recent examples: Timberland ad in national glossy for children’s walking boots. “Order now” it said – so I did. But the telephonist didn’t know of the ad and the screen showed no stock. No sale.

Next day, The Sunday Times carried a full page ad for the (new dynamic sales-led) RAC selling their windscreen mounted traffic jam alert. “Ring this freephone number to order today” it said – so I did. “Sorry”, he said, “but I can’t deal with sales of anything but memberships. Please ring another day.” Another no sale.

Richard McCann

Director

Michael Rines PR

Alderton

Northants

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