The definition of DIRECT is targeted direct communication designed to generate a response or a specific action whilst building and prolonging relationships with consumer. Work has to contain not only a response mechanism- coupon, phone number etc. - but also has some directly attributable effect on consumer behavior and obtains a measurable response.
|Entry of this category includes all audio content used for the purpose of direct and includes, but is not limited to: radio, downloadable content, and streaming content.
|Online and mobile
|Entry of this category includes any direct digital/mobile media that is connected to a user or gives the user the ability to interact through technology and includes, but is not limited to: apps, in-app advertising, banners & rich media, e-mail, in-stream advertising, games, microsites/websites and social media, mobile.
|Entry of this category includes all video used for purpose of direct and includes, but is not limited to: television, cinema, online, mobile, outdoor, in-store or point-of-purchase advertising.
|Entry of this category is the execution of direct out of home advertising and includes, but is not limited to: ambient, billboard, poster, transit and mixed outdoor media vehicles.
|Print and Mail
|Entry of this category is for the direct printed materials and includes, but is not limited to: calendars, catalogs, brochures, dimensional mail, flat mail and magazine & newspaper print advertising.
|Entry of this category is for work that is not defined by any of the categories above.