The whole point of media buying for direct response boils down to – Cost Per Order or Cost Per Lead. That is what it is all about.
You want to know what your cost per order or lead is, on any campaign. This is why direct response advertising is so powerful.
It has the ability to know, to the penny, whether or not a campaign is generating profitable sales or leads.
For example, a direct response TV commercial will know within days whether or not it is successful.
Many media buyers have overlooked the fact that there has never been any history of a direct response ad that started out badly and then got better.
Trying to take a non-performing ad and increase frequency and exposure to generate sales or leads can be marketing suicide.
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