ABSTRACT
Direct marketing is an interactive system of marketing that uses one or more advertising media to effect a measurable response and/or a transaction at any location. Unlike traditional advertising and promotional activities, it attempts to develop an ongoing dialogue with an individual, household, or business. Direct-marketing materials are presented in a variety of formats including a merchandise or service order form, a card or other form for use in requesting further information (i.e., the process known as lead generation), a solicitation for a contribution or donation, or an invitation to visit a specific store or site. The direct-marketing piece normally provides the recipient with extensive information about the product, service, or organization being advertised, along with a means to execute the sale. This could be a coupon, a phone number, or other device.
