AN ASSESSMENT OF DIRECT RESPONSE ADVERTISING ON LEAD CONVERSION: EVIDENCE FROM A FINANCIAL SERVICES INSTITUTION IN KADUNA.
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Background of the study:
Direct response advertising is designed to elicit immediate action from consumers through clear calls-to-action and measurable response mechanisms. Financial services institutions in Kaduna are increasingly adopting direct response techniques to generate leads and convert prospects into clients. This study examines how direct response advertising influences lead conversion rates by analyzing elements such as ad copy, design, and channel selection (Uche, 2023). Direct response campaigns often use tactics like limited-time offers, personalized messaging, and interactive content to prompt immediate responses. These strategies facilitate the tracking of consumer behavior and provide clear metrics for evaluating campaign effectiveness (Afolabi, 2024). However, the effectiveness of direct response advertising in the financial sector is influenced by consumer trust, regulatory requirements, and market competition. This research investigates these factors, assessing how financial institutions can optimize direct response strategies to maximize lead conversion and drive business growth (Ibrahim, 2025).
Statement of the problem:
Despite the potential of direct response advertising to generate leads, financial services institutions in Kaduna face challenges in converting these leads into clients. Issues such as low ad response rates, unclear calls-to-action, and consumer skepticism about financial products hinder the effectiveness of direct response campaigns (Uche, 2023). Additionally, regulatory constraints and competitive market dynamics further complicate conversion efforts. These challenges necessitate a critical evaluation of current direct response strategies to identify improvements that can enhance lead conversion rates (Afolabi, 2024).
Objectives of the study:
To assess the impact of direct response advertising on lead conversion.
To identify challenges in executing effective direct response campaigns.
To propose strategies for improving lead conversion in financial services.
Research questions:
How does direct response advertising affect lead conversion rates?
What challenges hinder effective lead conversion in financial services?
What measures can enhance the performance of direct response campaigns?
Significance of the study:
This study is significant as it provides actionable insights into optimizing direct response advertising for higher lead conversion in the financial sector. The findings will help financial services institutions in Kaduna refine their advertising strategies, improve client acquisition, and increase overall marketing ROI. This research also contributes to the understanding of direct response effectiveness in regulated industries (Ibrahim, 2025).
Scope and limitations of the study:
The study is limited to assessing direct response advertising strategies for lead conversion in a financial services institution in Kaduna, focusing solely on advertising metrics.
Definitions of terms:
Direct Response Advertising: Marketing designed to prompt immediate consumer action.
Lead Conversion: The process of turning potential customers into actual clients.
Financial Services Institution: A company that provides financial products and services.
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