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. 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 direct mail to billboards, print advertisements 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 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 example, late night television is full of direct response ads ranging from new car polish compounds that can eliminate scratches to music compilations and adult education courses. For the education courses, a typical advertisement tells potential customers about the rewards of an advanced degree along with a course list. At the end, interested customers are given a toll-free telephone number to call for more information.

Of course, late night television commercials are but a small part of the direct response advertising universe. Such ads are commonly seen throughout the day advertising a multitude of mainstream products and services.

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.