Sometimes, marketing media displace one another. Other times, they work in tandem. A poll by Vertis Communications finds 21 percent of adults responded to direct mail in the past month by visiting the sender’s Web site. That’s up from 14 percent in 2003. Men age 55-64 were especially inclined to react to a direct-mail ad in this way, with 28 percent in the new survey having done so, vs. 10 percent in 2003.
Get Adweek's Brand Marketing Daily Newsletter in your Inbox
Today's highs and lows of creativity