The direct response advertisement is stimulated most by television advertisement for specific products which generally are not made available in the market. They are innovative products. Besides television advertisements for such purchases, ads are also given in magazines and newspapers. This type of buying requires a confidence in the seller and therefore to create confidence among many such stores advertise that if the product is not found satisfactory, it can be returned after a week or fortnight of use but cost of return has to be borne by the buyer. This type of advertisement has helped in promoting sales, and ‘sky-shop’ is one of the biggest sellers through television advertisement in India. In USA, Home Shopping Network Inc. was the pioneer in selling through television advertisement.
54 Comments