Content Analysis Of Financial Magazine Direct Response Advertising In U.S., Mainland China And Taiwan China

Despite the growing popularity of DMA in western countries, little is known about Direct Response Advertising in both mainland China and Taiwan. Totally 1503 magazine direct response advertisements were chosen from U.S. Business Week, CaiJing China and Business Weekly Taiwan in 2005 to compare the amount, the content and the response methods of DRAd, as well as the product categories. Business Week of U.S. has the largest proportion of DRAd(46.1%), compare to CaiJing 32.2% and Business Weekly 32.5%. DRAd in Taiwan magazine were found to have the largest information content cues, 38.3% of them have more than 5, and most of them focus on Availability, Price value, Special offer and Guarantees, while the direct response ads in mainland China focus on the information of Quality, and DRAd in U.S. magazine were likely to exhibit Performance, Independent Research and Company Research. Further, on 8 response mechanism, 93.2% U.S. Business Week DRAd used toll-free number and websites to active customer response, advertisers in mainland China were found to be more likely use local number and email, while address and coupons were usually used in Taiwan. Finally, computer service companies and financial service were found to be a large proportion of DRAd advertisers in financial magazines of U.S., mainland China and Taiwan.