Mass and Direct Response Marketing 

Marketers adopted a variety of media to communicate with custom‐ ers in the 20th century, starting with mass marketing and moving to more personalized direct response: 

Mass marketing 

For the majority of the 20th century, the predominant market‐ ing tool was mass media. The goal here was to publicize a brand to as many people as possible in a single event. Customers encountered these campaigns via television ads, billboards, and other media, where ads could be placed secondary to their main objectives. 

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