Definition of Direct Marketing

Direct marketing is an interactive system of marketing that uses one or more advertising media to effect a measurable response at any location. The response can be in the form of:

• an order (direct order)
• an inquiry (lead generation)
• a visit to a store or other place of business for purchase of a specific product (s) or service(s) traffic generation)
• Most important, it usually results in the creation of a DATABASE of respondents.

Direct order includes all direct response advertising communications — through any medium (mail, print, TV, radio, electronic media (such as the Internet) --that are specifically designed to solicit and close a sale. All of the information necessary for the prospective buyer to make a decision to purchase and complete the transaction (product description, price, a response mechanism (phone number, 800 number, or order form) is provided in the advertisement.

Lead Generation includes all direct response advertising communications (through any medium) that are designed to generate interest in product or a service and provide the prospective buyer with a means to request and receive additional information about the product or service. The advertising message prompts the customer to follow-up to get further information (from a phone number or address information) or qualify as a lead.

Traffic Generation includes all direct response advertising communications conducted (through any medium) that are designed to motivate the prospective buyer to visit a store, or other business establishment to buy an advertised product or service. The advertising message includes pricing and product information, information about a particular sale, local store location, hours of operation, sometimes a telephone number or coupon, but usually not an order form.

Reprinted from the Direct Marketing Educational Foundation: Direct Marketing Resource Guide for Students