Direct marketing - Advertising
is a sub-discipline of marketing focused on
driving purchases that
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can be attributed to a specific "call-to-action". Direct
marketing is distinguished from other marketing efforts by its emphasis on trackable, measurable results (known as "response" in the industry)
regardless of medium.
Direct marketers use a variety of media including catalogs, postcards,
statement inserts, card packs, magazines and other mail. Direct marketers
also use media such as door hangers, package inserts, magazines,
newspapers, radio, television, email, internet banner ads, pay-per-click
ads, billboards, transit ads, etc. If the ad in the medium asks the
prospect to take a specific action--call an 800 number, visit a website,
return a response card, place an order, complete a survey, etc.--then the
effort is considered to be direct marketing.
Direct marketing is attractive to many marketers, because in many cases
its effectiveness can be measured directly. For example, if a marketer
sends out one million solicitations by mail, and ten thousand customers
can be tracked as having responded to the promotion, the marketer can say
with some confidence that the campaign led directly to the responses.
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Fulfillment Center
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690 Airpark Rd, Napa, CA 707 224-6161
Mail Communications
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22 Digital Dr, Novato, CA 415 883-2383Napa
Valley Marketplace
1814 Jefferson St, Napa, CA 707 226-2474
On Demand Direct Mail & Bndry
630 Airpark Rd # D, Napa, CA 707 257-7551
Unique Mailing Systems
860 Napa Valley Corporate Way #D, Napa Ca 94558 |
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By contrast, measurement of
other media must often be indirect, since there is no direct response
from a consumer. Measurement of results, a fundamental element in
successful direct marketing, is explored in greater detail elsewhere
in this article.
While many marketers like this form of marketing, some direct marketing
efforts using particular media have sometimes been criticized for
generating unwanted solicitations. For example, direct mail that is
irrelevant to the recipient is considered "junk mail", and unwanted email
messages are considered "spam".
Direct marketing channels
Any medium that can be used to deliver a communication to a customer can
be employed in direct marketing. |
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