Hobbyists are the group most likely to actively seek out rates in advertising and are likely to respond directly. The majority of consumers, however, feel they are not being engaged by advertisers and need more reassurance prior to transacting.

Below are some examples of why rate-driven, direct response advertising may not be right for all....

Nearly half of consumers still prefer taking out a new financial product face to face, in the provider’s branch office or shop.

It is therefore not realistic to measure the results of advertising campaigns on the channel with only 7% preference, i.e. telephone.