direct response advertising, direct response marketingI was thinking about the effectiveness of direct response advertising when I saw an ad in a backpacking type magazine for Jeeps. The advertisement must have cost them a fortune to put together. It was as far from the principles of direct response advertising. It toyed on people's love of the outdoors, and being able to access it in a Jeep. The ad was a two-page spread with cling-type cut outs of scenes of camping-a tent, a campfire, a couple of campers, an obligatory bear, an eagle, a backpack-that you could peel off and stick on the forest scene on the two pages. How much that must have cost for indirect response advertising. They were using pure suggestion to get across their message. I hope it works. Sales for big vehicles like Jeeps are down because of the high cost of fuel. Direct response marketing for cars is little used-instead they use suggestion, status, sex appeal, and peer pressure to sell cars. At least with direct response advertising, we see images of how the product really works, and they appeal to our senses and intellect immediately.