Direct response radio advertising b

Direct response radio advertising becomes increasingly important, amongst other things because the increasing penetration of mobile phones gives people
the opportunity to react to a direct radio ad in the car. However, direct response
radio ads are still more effective during off-peak hours than between 7 and 9
a.m. and 4 and 6 p.m. (Verhoef et al., 2000).
Direct response advertising is often aimed at stimulating home shopping or
teleshopping. This can be done by means of a standard advertisement in a mass
medium, or by means of infomercials. The latter is a technique that is used
by home shopping television channels. An infomercial is ‘programme length advertising’
(Evans, 1994). During a television programme that can run as long as
30 minutes, a product is demonstrated, often before a live audience, and viewers
are persuaded to order it by telephone. Contrary to traditional advertising spots
in which often sophisticated creative techniques are used, infomercials are relatively
cheap, because of their simple format. The only things that are needed is a
product and a presenter. Infomercials and home shopping channels are not always
very successful. People often regard infomercials as incredible and silly, and are
not always willing to sit out the whole programme, let alone order the product.
As with mail order purchases, the product cannot be tried and is not immediately
available after it has been purchased.