Direct marketing employs a variety of methods to reach the individual customer. Although the industry has a reputation for sending direct mail, there are actually distinguishing elements within the market:
Direct Mail—an advertising medium
Direct Response—an advertising technique
Mail Order—a marketing methodology
Direct mail is an advertising medium similar to TV, newspapers, magazines, and radio. In the same sense, the web is also an advertising medium. Direct mail is dependent on customer lists and inquiries. It is used for prospecting to the home consumer as well as to the business-to-business consumer.
Direct mail may be used in conjunction with any other channel. For instance, retailers use direct mail extensively ...