Direct Marketing

selling via a promotion delivered individually to the prospective customer. Direct marketing differs from general marketing in that the result of a promotion is measurable in terms of response; also, direct marketing is largely dependent upon the use of customer files and lists. Frequently associated with mail order firms, direct marketing also includes a variety of promotion media such as door-to-door selling, videotextservices, newspaper inserts, telemarketing, cards, and package inserts. Direct marketing is a more personal type of promotion than advertising. The primary users are magazine publishers, catalog houses, political campaign organizations, and financial institutions.take-one