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.