While there is a large shifting going on from "image enhancing" ads to "direct response" ads, there is still plenty to be said for the former and for the combination of both approaches. Consider this: 1 + 1 = 3 Now that's bang for the buck! This assumes that if you monitored results over time for image ads, and did a separate promotion with direct response ads, and then totaled them up, you would get a result of 1 + 1 = 2. But if you coordinate both ads at the same time, the result will be a lot more than 2.

Remember the principles: People remember 10% of what they see. People remember 20% of what they hear. People remember 60% of what they see and hear. Image enhancing ads try to generate the warm fuzzies about the results of using your product or service. It's emotional responses that have the best retention value, and the highest impact. Direct response ads try to activate a response, now! A combination of both elements generates more responses.

Combining the Effects

A study appearing in "Sales and Marketing Management" magazine announced that "research consistently demonstrates" that:

Direct mail = 1% return of sales Telemarketing = 4% return of sales (commercial calls) Combo = 12% return of sales

The principle has to do with both name recognition and the warm fuzzies. As a rule, it is natural for people to try and "categorize" every piece of exposure, as soon as possible. We judge anyone that we meet, or hear about, or get a call from, as either:

1) useful to us 2) neutral 3) risky to us

You've got to stay out of "Zone #3." When there is a mail piece received before an ad or phone call, or, vice versa: when there is a media ad before a mail piece or phone call, it at least moves the categorizing up the scale by one, or even two.

Saying to oneself, "Oh yeah, I've heard about this," gives them the opportunity to categorize it as "touchable", and also says, "This looks more credible because they have bothered to spend more money and they look more professional." This is the reason an existing customer base is known as a "warm" market - they're definitely out of that Zone #3. A "hot" lead is one who is predisposed for hearing about the benefits (results) of your product or service. A warm lead is one who is open to hearing about the benefits, and trusts your opinion and integrity because of some common affiliation. Additionally, you can then say, "Did you see our ad in the __________"

It adds credibility to you and your product/service. The image ad can plant the emotional seeds (remembering that emotion inspires, logic justifies) and the direct response ad can cause them to respond. Look at the perfume ads at Christmas time. They tie in the image of sensual attraction, rebellion, irresistibility, or whatever image they believe would be desirable for their market to respond to. The ads both cause an emotional response and confirm (logic) the relationship between the feeling and the product that delivers the desired result.

You can try to sponsor a TV or radio feature like the weather, traffic report, or whatever relates to your products' positive results. The goal is always to deliver the positive results of doing business with you.

Example: "The daily traffic report is brought to you by Jones Auto Services, where keeping your car dependably running is our only business."

Now they are softened for your direct response ad. I like the Kinko's ads that deliver, "We're your branch office away from the office." This gives out the warm fuzzies identification, especially after they delivered the goods on time that saved some poor soul's butt, and made him look good in the process, as being smart enough to have the resourcefulness to get the job done. This is a great ad about the "positive benefits" of their product/service.