I read this article with great interest, being a direct response professional with 40 years in the industry. It seems to me, however, that Nielsen got it very wrong on its definition of direct ...

The airwaves of KFI-AM (640) are saturated with calls to do something dial toll-free numbers, visit Web sites, shop at some store’s going-going-gone sale. The approach, known as direct response ...

Direct-response advertising, or brand awareness marketing? The answer should be both. Every time we go to dinner, a couple of entrepreneur friends wind up arguing over the same thing: The nature of my ...