Hello there!
Thank you for your question. I apologize for the delayed answer; I
had to make sure I fully understood your question and also had to call
some personal contacts in research/marketing groups to verify the
number I found.
The response rate of a traditional print-advertisement (ie magazine,
newspaper, etc) to a website has been found to be between 0.5% to
0.6%.
On the other hand, the response rate of a direct mail advertisement
shows a slightly higher response rate of 1%-2% (1.5%-2% according to
second source).
Please note that this response rate applies to website/link
advertisement only (does not apply to an advertisement of say cars,
books, etc)
Direct mail has a higher response rate due to the fact that it is
usually targetted to a certain group of audience with similarities.
If the publication that you've advertised on is read by a very broad
variety of people, then the response rate will most likely be closer
to 0.6%
If the publication is only read by a more selected group of people
with higher than normal interest, the response rate will be closer to
1%-1.5%.
Internet Source:
ADV Media - Internet Marketing and Business Review
" On average, according to Iconocast, e-mail garners a 5 percent
response or clickthrough rate. Traditional print advertising, by
comparison, receives between 0.5 percent and 0.6 percent response rate
while print direct mail receives a slightly better response rate of
between 1 and 2 percent."
http://www.advmediaproductions.com/newsletter/newsletter_Update.cfm?FeatureID=21
From this, I've went to the Iconocast website to see check whether the
numbers were quoted accurately and to check the seeming reliability of
the group.
I believe Iconocast is a reliable/qualified source.
Iconocast - 5 Years Online, Since 1997
http://www.iconocast.com/issue/9001,5,1101,06,1.html
The number for direct mail advertisement response rate was checked by
a second source; and article written by Lee Sherman (director of
consulting and analytics R&D at Avenue A Inc, Seattle, WA) and John
Deighton (Harold M Brierly Professor of Business Administration at the
Harvard Business School, Boston, MA).
Journal of Interactive Marketing:
"The average rate of click-through from a ban-ner advertisement to
advertiser sites is, in gen-eral, declining, and at about 0.3% is
substan-tially lower than the average rate of response todirect mail
advertising, about 1.5% to 2%."
http://home.ewha.ac.kr/~jphong/resource/Banner_ad_effectiveness_measure_optimizing_placement.pdf
I hope this has helped. If you require any clarification, please let
me know.
Thank you,
Tox-ga |
