In the 1960s renowned media and communication theorist Marshall McLuhan stated, “Advertising is the greatest art form of the twentieth century.” And like all great art forms, advertising has changed and adapted as time and society has demanded. Just as the Romantic Movement and the works of Ansel Adams or differing facets of a larger creative body, so direct marketing is an element of the multifarious contingency of marketing. Art has impact; it communicates a concept or evokes an emotion. Direct marketing has a similar purpose, does it not? It strives to represent the principles and products of one’s business, hoping to evoke a specific response from the target audience. However, unlike art, which is characterized by nebulous and fluid concepts of standard and success, the impact and success of a direct marketing campaign is easily measureable. There are three common ways to determine how effective a direct marketing plan is.