Direct marketing is a sub-discipline and type of
marketing. There are two main definitional characteristics which distinguish it from other types of marketing or
advertising. The first is that it attempts to send its messages directly to
consumers, without the use of intervening
media. This involves unsolicited commercial communication with consumers or businesses. The second characteristic is that it is focused on driving purchases that can be attributed to a specific "call-to-action." This aspect of direct marketing involves an emphasis on trackable, measurable results (known as "response" in the industry) regardless of medium.
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selling to end-users by means other than direct sales contact between salesperson and buyer; the use of calalogues, direct-mail advertisements, etc. to sell merchandise and services. See
Direct Selling.
an approach which offers products and services directly to the potential customer without the use of intermediaries (see disintermediation).
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