In the past, the disciplines of image advertising and direct response advertising have been relatively isolated from one another. Recent interest has been directed toward integrating the t w o disciplines, thereby reaping the benefits of each. Yet, discussions regarding the differences between image and direct response advertising are limited. Suggestions as t o how an integrated marketing approach might be implemented are equally rare. This article outlines the factors that distinguish image from direct response advertising and proposes that a melding of the t w o techniques can benefit both traditional and direct marketers. A method for evaluating where a particular message falls on a direct-image advertising continuum is provided.
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