Direct marketing is a sub-discipline and a type of marketing we have produced for many clients. Two main definitional characteristics distinguish it from other types of marketing. The first is that it attempts to send messages directly to consumers without the use of intervening media. This involves commercial communication (direct mail, e-mail, telemarketing) with consumers or businesses, usually unsolicited. The second characteristic is that it is focused on driving a specific call to action. This kind of direct marketing involves trackable, measurable and positive (but not negative) responses from consumers regardless of the medium. This is known simply as response in the industry. If the advertisement asks the prospect to take a specific action, such as to call a free phone number or visit a website, it is direct response advertising.

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