references/schools/direct-response.md

# Direct Response & Scientific Advertising

## Core idea

Use clear propositions, proof, offers, response measurement, and testing.

## Figures

- `claude-hopkins`
- `david-ogilvy`
- `rosser-reeves`

## Use when

- The decision matches the mechanism this school is designed to explain.
- The school can materially change diagnosis, choice, or measurement.

## Applied theories

- `scientific-advertising`
- `unique-selling-proposition`
- `proof-led-advertising`

## Boundaries

- Treat this school as one lens, not a universal operating doctrine.
- Compare with counterweights when growth horizon, category maturity, economics, or evidence point elsewhere.