If the advertising is designed and its specific purpose is to generate an immediate enquiry or an order, it is called Direct Response ads.

BE (Breaks –even) analysis of these ads is possible. The number of responses to get break-even divides all costs. Even 2 percent response rate may be good if you are making money at half percent.

Conversion is the number of sales divided by the number of leads. To have a good conversion rate, we should back our DM by employing a supportive sales force. It can give even a 90 percent conversion rate.

In print media, Direct Response (DR) ad may generate a low initial response that rises up by the end of the month. Many look for 50 percent response rate. But people tend to retain the DR ad for future.