Direct action objective results in immediate direct action on the part of the consumer. Characteristic features
As soon as read by the consumer, he suspends to it and decides to buy the product.
Retail product advertisement and direct advertising aim at direct action.
These advertisements include coupons for soliciting inquiries.
Unique Selling Propositions (USP’s) are very strongly presented to generate quick and instant buying action.
Indirect action objective: Create indirect action on the part of the consumer and establishes a favourable attitude towards the company or product. Characteristic features
It imprints brand or the company name on the mental frame of prospective buyers that they are to buy the products of the advertiser than the competitors.
Majority of the institutional and product advertising aim at indirect action.
The prospects know the product and the company and will buy it in due course of time.