It means that Direct Marketing is delivered directly to our prospective buyer.

• strengthen your relationship with the customers who are already purchasing from you

• target advertising messages to a selected group of loyal buyers

• increase your sales by demanding immediate action

Advertising media like broadcast and print are indirect — we just hope that someone hears our ad on the radio or sees it in a magazine. In Direct Marketing, we choose the individuals we market to. That lets us target our advertising more precisely, because we can build a database with detailed information on each prospect.

The most common medium for Direct Marketing is postal mail. Mass media, such as television, takes a shotgun approach to a large, diverse universe of potential customers. Direct Mail, on the other hand, can be targeted to a single individual or business at a single address. The degree to which that individual is a potential customer, having a specific set of criteria, is a function of which list we use.

Here is a list of the different mediums used in Direct Marketing and their spending for the year 1997 (DMA Research Centre Advertising Association. “Direct Marketing by medium, 1997)

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