Steps 5-6: The Science of the Media Mix
5. The Media. Direct response media allow you the ultimate flexibility. Since measurement is immediate, media buys can essentially be changed “on the fly” as your results dictate. Then you simply do more of what works well, eliminate what doesn’t, and repeat that action.

6. Response Methods. In a direct response campaign, there are three methods by which all of your customer audience will contact you; the telephone call, the web site visit, or a physical response by the consumer, usually a store visit.