Going Direct
The irresistibly rising statistics of direct marketing expenditures are, perhaps, the great advertising phenomenon of the last 1520 years, in virtually all developed advertising markets. Direct mail, telemarketing, e-commerce, direct response in a variety of media, so-called brand response (where a brand ad carries a response mechanism), and so on have all shown dramatic and mostly consistent growth.
So much so, that it is over-ambitious, these days, to try to comprehend the full range of activity with any degree of confidence.
In this issue of Admap, therefore, we have brought together articles that provide...