The direct brand — past, present and future

Abstract

The growth of Response Advertising and the development of the Direct Brand, that is the direct commercial communication and transaction between manufacturer or service provider and their final consumer; has been a significant phenomenon in the last few years. This growth will accelerate with the use of the Internet and the introduction of Digital TV. It is necessary to look at the past and the present of direct response and the Direct Brand in order to help in deliberations for the future.