ABSTRACT
Every piece of advertising should elicit a response. Advertising that asks the consumer to provide feedback directly to the sender is termed direct response advertising. Direct response is rapidly moving forward as a mainstream marketing method. It is different from other media in two areas. The first is that direct response media is an interactive marketing system. The second area where direct response is different from other media is in how it is measured. The rise of direct response is tied to the use of database marketing. Direct mail is the grandfather of direct response advertising. Email marketing is a growing category of direct response because it is easy to execute and extremely cost efficient. Direct response advertising is different from brand advertising. Brand advertising is designed to continue to build goodwill over time. Most media are purchased based on cost-per-thousand (CPM). The direct response media buyer is evaluating media based on cost and response.
