It would not be appropriate to concern ourselves with finding which television ads work without first presenting some background information regarding not only direct television marketing, but direct marketing as a whole. Direct marketing can be defined as any direct communication to a consumer or business that is designed to generate a direct response in the form of an ord

The respondent is not told that he or she is evaluating the advertising. The test is done under the pretense that the respondent is testing pilot episodes of new television programs, and questions during the test relate only to these pilot television programs. The commercials are embedded in these television pilots to make it "more like watching television at home." Since the test is run without asking for comments about the advertising, it is a behavioral measure, rather than a verbal measure, of advertising effectiveness.

In conclusion, it is now safe to answer the questions previously stated. Yes, direct television advertising does influence consumer purchase decisions, and there is a high degree of impact on these decisions for the most successful of ads. It is seen that ads which effectively catch buyers’ attention, those which appeal to emotional sides of consumers, and those which exploit humor as a key ingredient are some I have found that seem to work. In order for marketers to continue success with the rapidly growing advertising age, I believe they must continually present fresh and new ideas to consumers, which can effectively capture the attention of the audience and proceed to promote the good or service efficiently. It will be interesting to see what the future holds for direct television advertising, knowing that the future is not far away.

It uses a theater testing methodology to test TV commercials, which means that respondents who come to some central location to view the commercial test the television commercials. The respondents are given the chance to win various door prizes both before and after they have seen the commercials. Some of the products that the respondents choose for door prizes are the same as those advertised in the television commercials. The ARS Persuasion score is:

Do television ads have an effect on buyers’ purchase decisions?

er for a specific product or service, a request of information, or a request for visit to a place of business. Referencing this definition, direct marketing is utilized throughout all advertising media, including direct mail, catalogs, telemarketing, magazine, television, radio, and the Internet. In total, it is estimated that sales in the direct marketing industry were approximately $1.4 trillion in 1998, according to a survey conducted by the Direct Marketing Association (www.the-dma.org). One can see the broad range of media that direct marketing encompasses, but here we will only concern ourselves with it in regard to television.

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