Direct Response Ad 1

Oxi Clean

Launched:
2000

Media used:
Television

Appeal:
Rationale

Analysis:

Based on the ad, it can be said that the ad is targeted at women who has a family. Although it can be argued that the ad may appeal to both men and women (as long as one owns a house), Webster (1994) reported his findings that women dominate purchase decisions when the product is associated to the role of a homemaker.

According to Neff (2001), Oxi Clean's launch of its laundry additive and all-purpose cleaning brand products in 2000 gained an outstanding success using only direct-response TV ads to generate sales. Michael Hoye, the managing partner of consulting firm Hoye & Partners, Stratford, Conn. and a former exec VP at Colgate-Palmolive Co. Orange Glo's estimated that $100 million was generated by direct-response sales alone (Neff, 2001).

Through the ad itself, a few reasons for this level of success is clearly evident.

The first reason being the choice of salesman used to promote the product in the advertisement. The TV pitchman, Billy Mays is recognized for his distinctive selling pitch which allows him to carry the ads message across to the consumers. A quick glance at his history shows that he was a successful salesman before being hired to work for Orange Glo International on the Home Shopping Network, thus already acquiring the necessary persuasion skills required to make sales.

Other factors that may contribute to the effectiveness of this ad is the use of a rationale appeal as well as the visual demonstration of the product's benefits. In the ad, the product's benefits, simple method of use and product affordability was clearly communicated to the viewers. Additionally, the ad offers the consumes special promotions and discounts should they call in the next 20mins after viewing the ad. Therefore, the ad creates a desire in consumers, which is a characteristic of an effective direct-response advertisement (BhaveAdvertisers, n.d.)

At the same time, the evolution and acceptance of infomercials into the advertising society was increasing (Wojtas, 1990; Pollock, 1995). However, infomercials after the 1990s was not as effective as before and was instead used to create brand awareness more than sales. In other words, an integration between DRTV and retail sales was required to fully utilize the benefits gained from direct-response advertising. (Chapman & Beltramini, 2000).

References:

1. BhaveAdvertisers (n.d.). Direct Response Newspaper Advertising. Retrieved 7 May, 2011, from http://www.bhavesads.com/advertisement/direct-response-newspaper-advertising.php
2. Chapman, P.S. & Beltramini, R. (2000). Infomercials Revisited: Perspectives of Advertising Professionals. Journal of Advertising Research, 40(5). Retrieved from WARC.
3. Neff, J. (2001). Oxi Clean Rides Direct to the Top. Advertising Age. Retrieved from http://adage.com/article/news/oxi-clean-rides-direct-top/54180/
4. Pollock, J. (1995). Infomercials Go Main-stream-Growing Credibility Fuels U.S. $4.5 billion Industry. Marketing - MacLean Hunter.
5. Webster, C. (1994). Effects of Hispanic Ethnic Identification on Marital Roles in the Purchase Decision Process. Journal of Consumer Research, 21, 319-332. Retrieved from Business Source Premier.
6. Wojtas, G.W. (1990). The Renaissance of the Infomercial. Direct Marketing.