Is that direct marketing segment of the market somehow better insulated than other forms of advertising?
One way to classify marketing and advertising is in two different buckets. One is brand and the other is response. Now there’s obviously more gray than just that black and white, but if you just look at brand and response as two major breaks then, no doubt, response is something that gets a bigger share of the wallet during the downtime. What do you mean by brand and response? Brand is typically awareness generation. It may not be tied to the actual transaction or immediate transaction. Direct response is typically tied to some sort of reaction or trackable action that occurs immediately because of or as a result of the marketing campaign. Let’s take a look at two different types of campaigns. One is a direct mail piece sent to your house. The other is a new television commercial about the benefits of the new Lexus. Let’s say for some reason I go out and buy a new Lexus in the future. It might not be related to that commercial, it might be five other things and the fact that three of m
