Direct Marketing
If the advertisement asks the prospect to take a specific action, for instance call a free phone number or visit a website, then the effort is considered to be direct response advertising. There are two main definitional characteristics which distinguish it from other types of marketing.The second characteristic is the core principle of successful Advertising driving a specific “call-to-action. A well executed direct advertising campaign can offer a positive return on investment as the message is not hidden with over complicated branding.Direct marketing is predominantly used by small to medium enterprises with limited advertising budgets which do not have a well recognized brand message.Instead direct advertising is straight to the point, it offers a product, service or event and explains how to get the offered product, service or event.
Businesses communicate straight to the consumer with advertising techniques such as fliers, catalogue distribution, promotional letters, and street advertising.
The first is that it sends its message directly to consumers, without the use of intervening commercial communication media.This aspect of direct marketing involves an emphasis on trackable, measurable, positive responses from consumers (known simply as “response” in the industry) regardless of medium.Direct marketing is a form of advertising that reaches its audience without using traditional formal channels of advertising, such as TV, newspapers or radio.Direct Advertising is a sub-discipline and type of marketing.