The urging behind emerging media
Joe Mandese
It's happening again. In the on-again, off-again battle between the two philosophies of marketing, direct response efficacy is getting the upper hand on the more ethereal art of brand-building media advertising. And the culprit once again is the rapid rise of the internet. It has been ten years since the DR nerds had this kind of traction, but they are back with a vengeance. Of course, they do not call themselves DR shops. They use the far more au currentterminology of digital agencies – performance marketing – but they are basically...