http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
Direct Response, Out-of-Home and Supplemental Media
1 online resource (streaming video file)
Discusses how direct response has become an integral part of the marketing communications program for many firms. Covers forms of direct response such as infomercials, solo-direct mail, shared mail, and responding to inquiries generated from Internet advertising. Shows examples of outdoor advertising: paper posters, painted bulletins, truck panels, plastic banners, moveable billboards, digital outdoor, spectaculars, and mall-face boards. Examples of transit advertising include bus panels, wrapped-painted vehicles, travel-station dioramas, bus shelters and bus benches. Suggests strategies to gain maximum effectiveness from yellow-page advertising and "opt-in" email advertising.
Originally produced by D.E. Visuals in 2009.