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
selling via direct contact with 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 databases and lists. Frequently associated with mail order, direct marketing also includes a variety of promotion media such as televised infomercials, door-to-door selling, videotex services, newspaper inserts, telemarketing, take-one cards, and package inserts. Direct marketing is a more personal type of promotion than advertising. The direct marketer often selects the individuals who will receive the promotion, and is the direct recipient of the response, if any. The response may be a purchase, an inquiry, or a referral that can be traced directly back to the individual. Through the use of lists, computer files, and databases, the fourth "P" of marketing, place, is brought to the individual consumer. Direct marketing is utilized by virtually every type of business and organization. However, the primary users are magazine publishers, catalog houses, political campaign organizations, and financial institutions. Testing to improve response is a key component.
