Direct Mail Advertising - Marketing
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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
690 Airpark Rd, Napa, CA 707 224-6161

Mail Communications 
22 Digital Dr, Novato, CA 415 883-2383

Napa 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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