Which type of advertising solicits a direct response from consumers?

Direct-response advertising is specifically designed to elicit an immediate action or response from consumers. This can include asking them to call a phone number, visit a website, or fill out a form after viewing the advertisement. The hallmark of this type of advertising is that it provides a clear call to action, encouraging consumers to engage with the brand right away.

For example, you might see a television commercial that says, "Call now to get your free trial," or an online ad that prompts you to "Click here to learn more." The reply mechanism allows advertisers to track the effectiveness of their campaigns directly, as they can swiftly measure how many responses they received as a result of the advertisement.

In contrast, other types of advertising, such as public service advertising, brand advertising, and transit advertising, usually focus on building awareness or favorability over time rather than compelling immediate action. Public service ads inform about social issues without a direct response mechanism, brand advertising seeks to create brand loyalty and awareness over a long-term basis, while transit advertising typically aims to reach consumers in specific locations and times but is not generally geared toward immediate interaction.