The ultimate purpose of marketing, advertising and sales initiatives is to get the potential customer to do something.

In most cases, this means moving that customer from the education and consideration stage to the purchase stage. Marketing gifts, especially smart promotional hats make a strong impact on the way a marketing strategy goes. However, direct response advertising and marketing is one of the more immediate tools in the marketers’ arsenal to move potential customers into action.

At its core, direct response advertising is a marketing message that incorporates a “call to action.” While usually thought of in terms of television advertising, direct response advertising can actually be a part of just about any marketing media from effective newspaper advertising to billboards, magazine advertising services and online ads.

The distinguishing characteristic, of course, is the call to action. Usually this call takes the form of a telephone number, Web site address or mailing address - often a combination of the three.

The main idea is to broadcast a marketing message and encourage potential customers to act on that message while it is still fresh. The hook for the call to action can include special promotions such as a $10 discount on long distance “if you call now,” solicitations to purchase products or services, or a packet of information. For marketers, these advertisements represent a cost effective tool to reach consumers. The ultimate goal of an ad can range from closing sales to generating prospect lists or even recruiting employees. By having a direct connection with the potential customer, a smart marketing idea can move him into action, realizing the main aim of any marketing company.