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Direct Response Ad

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I am studying how direct-response ad works.

1. Please assist with the following scenario-if a consumer is watching an infomercial late at night for a new exercise machine that promises to melt inches in seconds. Why would this type of this direct-response ad work and how would advertisers measure actual sales generated? Please take in consideration the time the commercial is aired.

2. Also, please explain the differece between a direct headline and an indirect headline and when each of them would be used.

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I am studying how direct-response ad works.
1. Please assist with the following scenario-if a consumer is watching an infomercial late at night for a new exercise machine that promises to melt inches in seconds. Why would this type of this direct-response ad work and how would advertisers measure actual sales generated? Please take in consideration the time the commercial is aired.

This ad works because when consumers are up late at night, they are usually ...

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