Whether you are defending a brand’s dominate market position or seeking to attain it, direct response is relevant to your future. You may decide to explore it now or later, but what if your competition explores it first? These days, people want things right now. If they have a need or want – especially a want - they don’t tolerate fulfillment delays. This includes everything … [Read more...] about Using Direct Response to Build Your Brand
On New Year's Day 2006, one of the largest advertising campaigns in the history of television broke nationwide. The "Your World, Delivered" campaign for SBC's re-launch of the AT&T brand had been tantalizingly previewed in the Dec. 29 New York Times and in many other media outlets, both online and off. The ubiquity of the preview demonstrated a very successful use … [Read more...] about Direct Response: New And Improved!