Going direct

An article which introduces four features on direct marketing. It reminds readers that direct marketing has been the great advertising phenomenon of the last twenty years.

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...

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