THE VAST MAJORITY of press advertisements - 90% - now carry a direct response mechanism, according to figures released by the DMA. The proportion of direct response press ads has been monitored by the DMA since 1995, during which time there has been significant growth in the number of responsive ads from 78% to the current level of 90% - reflecting growth of almost 15.4%. Says DMA chief executive Colin Lloyd: 'The results confirm the full extent to which direct marketing techniques have been embraced by advertisers. The interim figures for direct marketing in 1997 show record levels of growth across all media, with direct marketing becoming the largest form of marketing communications in the UK.'