Before we take off on our adventure, entitled “marketing across the universe”, let’s review a couple of different marketing approaches. One is called branding, and many companies – with deep pockets – pour tons of money into this. But there is only one problem. How do you scientifically measure the effects of branding? It’s not easy. Another type of marketing is entitled direct response. This is easy to measure! If you change a heading, for example, you can conduct a test run, using a mailing list subset. And where do you think are the most successful direct response ads? They are actually in the tabloids. Some ads have been running for years.