The dicey question of just what constitutes direct response was debated by a group of multinational, multichannel judges at a Caples Awards cocktail party in November.
Challenging accepted notions was Tiago Soromenho-Ramos, creative director of Zentropy Partners in Hollywood, CA, who believes online advertising is by its very nature DM even if it doesn’t ask for an action. Among this year’s entries were banners and Web sites without a response mechanism, he said.
