Direct response: there are no rules, but....

From: Folio: the Magazine for Magazine Management | Date: August 1, 1987| Author: | Copyright information

Direct response: There are no rules,

It is probably foolhardy for anyone to try to explain direct response. Direct response marketing is one of those areas where the more experienced you become, the more you realize how little you know. It isn't logical, there are no rules, and it usually works counter to most people's intuition.

For example, we don't know why people respond. Direct response marketing does not involve direct communication with respondees. And even if you could interview recipients of direct mail, they couldn't explain why they reacted as they did to ...

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