also know as D.R.. The marketing and sales methodology of bypassing standard retail stores to make a product sale directly with the consumer. Basic direct response channels are: TV, radio, mail, print (newspapers and magazines), catalogs, phone, electronic kiosks, on-line, CD ROM and the granddaddy of them all: carnival pitch men.
An advertising technique that urges the audience to respond in a particular manner, usually to buy a product, and provides that audience with the means to do so. A business reply card (BRC) is a direct response tool.