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user-links-collapsible-item"><a data-mw="interface" href="https://donate.wikimedia.org/wiki/Special:FundraiserRedirector?utm_source=donate&utm_medium=sidebar&utm_campaign=C13_en.wikipedia.org&uselang=en" class=""><span>Donate</span></a> </li> <li id="pt-createaccount-2" class="user-links-collapsible-item mw-list-item user-links-collapsible-item"><a data-mw="interface" href="/w/index.php?title=Special:CreateAccount&returnto=Direct+marketing" title="You are encouraged to create an account and log in; however, it is not mandatory" class=""><span>Create account</span></a> </li> <li id="pt-login-2" class="user-links-collapsible-item mw-list-item user-links-collapsible-item"><a data-mw="interface" href="/w/index.php?title=Special:UserLogin&returnto=Direct+marketing" title="You're encouraged to log in; however, it's not mandatory. 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[o]" accesskey="o"><span class="vector-icon mw-ui-icon-logIn mw-ui-icon-wikimedia-logIn"></span> <span>Log in</span></a></li> </ul> </div> </div> <div id="p-user-menu-anon-editor" class="vector-menu mw-portlet mw-portlet-user-menu-anon-editor" > <div class="vector-menu-heading"> Pages for logged out editors <a href="/wiki/Help:Introduction" aria-label="Learn more about editing"><span>learn more</span></a> </div> <div class="vector-menu-content"> <ul class="vector-menu-content-list"> <li id="pt-anoncontribs" class="mw-list-item"><a href="/wiki/Special:MyContributions" title="A list of edits made from this IP address [y]" accesskey="y"><span>Contributions</span></a></li><li id="pt-anontalk" class="mw-list-item"><a href="/wiki/Special:MyTalk" title="Discussion about edits from this IP address [n]" accesskey="n"><span>Talk</span></a></li> </ul> </div> </div> </div> </div> </nav> </div> </header> </div> <div class="mw-page-container"> <div class="mw-page-container-inner"> <div 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data-event-name="pinnable-header.vector-toc.pin">move to sidebar</button> <button class="vector-pinnable-header-toggle-button vector-pinnable-header-unpin-button" data-event-name="pinnable-header.vector-toc.unpin">hide</button> </div> <ul class="vector-toc-contents" id="mw-panel-toc-list"> <li id="toc-mw-content-text" class="vector-toc-list-item vector-toc-level-1"> <a href="#" class="vector-toc-link"> <div class="vector-toc-text">(Top)</div> </a> </li> <li id="toc-Overview" class="vector-toc-list-item vector-toc-level-1"> <a class="vector-toc-link" href="#Overview"> <div class="vector-toc-text"> <span class="vector-toc-numb">1</span> <span>Overview</span> </div> </a> <ul id="toc-Overview-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-History" class="vector-toc-list-item vector-toc-level-1"> <a class="vector-toc-link" href="#History"> <div class="vector-toc-text"> <span class="vector-toc-numb">2</span> <span>History</span> </div> </a> <ul id="toc-History-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Objectives" class="vector-toc-list-item vector-toc-level-1"> <a class="vector-toc-link" href="#Objectives"> <div class="vector-toc-text"> <span class="vector-toc-numb">3</span> <span>Objectives</span> </div> </a> <ul id="toc-Objectives-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Challenges_and_solutions" class="vector-toc-list-item vector-toc-level-1"> <a class="vector-toc-link" href="#Challenges_and_solutions"> <div class="vector-toc-text"> <span class="vector-toc-numb">4</span> <span>Challenges and solutions</span> </div> </a> <ul id="toc-Challenges_and_solutions-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Channels" class="vector-toc-list-item vector-toc-level-1"> <a class="vector-toc-link" href="#Channels"> <div class="vector-toc-text"> <span class="vector-toc-numb">5</span> <span>Channels</span> </div> </a> <button aria-controls="toc-Channels-sublist" class="cdx-button cdx-button--weight-quiet cdx-button--icon-only vector-toc-toggle"> <span class="vector-icon mw-ui-icon-wikimedia-expand"></span> <span>Toggle Channels subsection</span> </button> <ul id="toc-Channels-sublist" class="vector-toc-list"> <li id="toc-Email_marketing" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#Email_marketing"> <div class="vector-toc-text"> <span class="vector-toc-numb">5.1</span> <span>Email marketing</span> </div> </a> <ul id="toc-Email_marketing-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Online_tools" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#Online_tools"> <div class="vector-toc-text"> <span class="vector-toc-numb">5.2</span> <span>Online tools</span> </div> </a> <ul id="toc-Online_tools-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Mobile" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#Mobile"> <div class="vector-toc-text"> <span class="vector-toc-numb">5.3</span> <span>Mobile</span> </div> </a> <ul id="toc-Mobile-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Telemarketing" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#Telemarketing"> <div class="vector-toc-text"> <span class="vector-toc-numb">5.4</span> <span>Telemarketing</span> </div> </a> <ul id="toc-Telemarketing-sublist" class="vector-toc-list"> <li id="toc-Voicemail_marketing" class="vector-toc-list-item vector-toc-level-3"> <a class="vector-toc-link" href="#Voicemail_marketing"> <div class="vector-toc-text"> <span class="vector-toc-numb">5.4.1</span> <span>Voicemail marketing</span> </div> </a> <ul id="toc-Voicemail_marketing-sublist" class="vector-toc-list"> </ul> </li> </ul> </li> <li id="toc-Broadcast_faxing" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#Broadcast_faxing"> <div class="vector-toc-text"> <span class="vector-toc-numb">5.5</span> <span>Broadcast faxing</span> </div> </a> <ul id="toc-Broadcast_faxing-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Couponing" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#Couponing"> <div class="vector-toc-text"> <span class="vector-toc-numb">5.6</span> <span>Couponing</span> </div> </a> <ul id="toc-Couponing-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Direct_response_marketing" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#Direct_response_marketing"> <div class="vector-toc-text"> <span class="vector-toc-numb">5.7</span> <span>Direct response marketing</span> </div> </a> <ul id="toc-Direct_response_marketing-sublist" class="vector-toc-list"> <li id="toc-Direct_response_mail_order" class="vector-toc-list-item vector-toc-level-3"> <a class="vector-toc-link" href="#Direct_response_mail_order"> <div class="vector-toc-text"> <span class="vector-toc-numb">5.7.1</span> <span>Direct response mail order</span> </div> </a> <ul id="toc-Direct_response_mail_order-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Direct_response_television" class="vector-toc-list-item vector-toc-level-3"> <a class="vector-toc-link" href="#Direct_response_television"> <div class="vector-toc-text"> <span class="vector-toc-numb">5.7.2</span> <span>Direct response television</span> </div> </a> <ul id="toc-Direct_response_television-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Direct_response_radio" class="vector-toc-list-item vector-toc-level-3"> <a class="vector-toc-link" href="#Direct_response_radio"> <div class="vector-toc-text"> <span class="vector-toc-numb">5.7.3</span> <span>Direct response radio</span> </div> </a> <ul id="toc-Direct_response_radio-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Direct_response_magazines_and_newspapers" class="vector-toc-list-item vector-toc-level-3"> <a class="vector-toc-link" href="#Direct_response_magazines_and_newspapers"> <div class="vector-toc-text"> <span class="vector-toc-numb">5.7.4</span> <span>Direct response magazines and newspapers</span> </div> </a> <ul id="toc-Direct_response_magazines_and_newspapers-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Other_direct_response_media" class="vector-toc-list-item vector-toc-level-3"> <a class="vector-toc-link" href="#Other_direct_response_media"> <div class="vector-toc-text"> <span class="vector-toc-numb">5.7.5</span> <span>Other direct response media</span> </div> </a> <ul id="toc-Other_direct_response_media-sublist" class="vector-toc-list"> </ul> </li> </ul> </li> <li id="toc-Direct_mail" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#Direct_mail"> <div class="vector-toc-text"> <span class="vector-toc-numb">5.8</span> <span>Direct mail</span> </div> </a> <ul id="toc-Direct_mail-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Insert_media" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#Insert_media"> <div class="vector-toc-text"> <span class="vector-toc-numb">5.9</span> <span>Insert media</span> </div> </a> <ul id="toc-Insert_media-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Out-of-home" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#Out-of-home"> <div class="vector-toc-text"> <span class="vector-toc-numb">5.10</span> <span>Out-of-home</span> </div> </a> <ul id="toc-Out-of-home-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Direct_selling" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#Direct_selling"> <div class="vector-toc-text"> <span class="vector-toc-numb">5.11</span> <span>Direct selling</span> </div> </a> <ul id="toc-Direct_selling-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Grassroots/community_marketing" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#Grassroots/community_marketing"> <div class="vector-toc-text"> <span class="vector-toc-numb">5.12</span> <span>Grassroots/community marketing</span> </div> </a> <ul id="toc-Grassroots/community_marketing-sublist" class="vector-toc-list"> </ul> </li> </ul> </li> <li id="toc-Ethical_conduct" class="vector-toc-list-item vector-toc-level-1"> <a class="vector-toc-link" href="#Ethical_conduct"> <div class="vector-toc-text"> <span class="vector-toc-numb">6</span> <span>Ethical conduct</span> </div> </a> <button aria-controls="toc-Ethical_conduct-sublist" class="cdx-button cdx-button--weight-quiet cdx-button--icon-only vector-toc-toggle"> <span class="vector-icon mw-ui-icon-wikimedia-expand"></span> <span>Toggle Ethical conduct subsection</span> </button> <ul id="toc-Ethical_conduct-sublist" class="vector-toc-list"> <li id="toc-The_offer" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#The_offer"> <div class="vector-toc-text"> <span class="vector-toc-numb">6.1</span> <span>The offer</span> </div> </a> <ul id="toc-The_offer-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Presentation" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#Presentation"> <div class="vector-toc-text"> <span class="vector-toc-numb">6.2</span> <span>Presentation</span> </div> </a> <ul id="toc-Presentation-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Right_of_withdrawal" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#Right_of_withdrawal"> <div class="vector-toc-text"> <span class="vector-toc-numb">6.3</span> <span>Right of withdrawal</span> </div> </a> <ul id="toc-Right_of_withdrawal-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Identity_of_the_marketer" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#Identity_of_the_marketer"> <div class="vector-toc-text"> <span class="vector-toc-numb">6.4</span> <span>Identity of the marketer</span> </div> </a> <ul id="toc-Identity_of_the_marketer-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Respecting_consumer_wishes" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#Respecting_consumer_wishes"> <div class="vector-toc-text"> <span class="vector-toc-numb">6.5</span> <span>Respecting consumer wishes</span> </div> </a> <ul id="toc-Respecting_consumer_wishes-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Responsibility" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#Responsibility"> <div class="vector-toc-text"> <span class="vector-toc-numb">6.6</span> <span>Responsibility</span> </div> </a> <ul id="toc-Responsibility-sublist" class="vector-toc-list"> </ul> </li> </ul> </li> <li id="toc-See_also" class="vector-toc-list-item vector-toc-level-1"> <a class="vector-toc-link" href="#See_also"> <div class="vector-toc-text"> <span class="vector-toc-numb">7</span> <span>See also</span> </div> </a> <ul id="toc-See_also-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-References" class="vector-toc-list-item vector-toc-level-1"> <a class="vector-toc-link" href="#References"> <div class="vector-toc-text"> <span class="vector-toc-numb">8</span> <span>References</span> </div> </a> <ul id="toc-References-sublist" class="vector-toc-list"> </ul> </li> </ul> </div> </div> </nav> </div> </div> <div class="mw-content-container"> <main id="content" class="mw-body"> <header class="mw-body-header vector-page-titlebar"> <nav aria-label="Contents" class="vector-toc-landmark"> <div id="vector-page-titlebar-toc" class="vector-dropdown vector-page-titlebar-toc vector-button-flush-left" > <input type="checkbox" id="vector-page-titlebar-toc-checkbox" role="button" aria-haspopup="true" data-event-name="ui.dropdown-vector-page-titlebar-toc" class="vector-dropdown-checkbox " aria-label="Toggle the table of contents" > <label id="vector-page-titlebar-toc-label" for="vector-page-titlebar-toc-checkbox" class="vector-dropdown-label cdx-button cdx-button--fake-button cdx-button--fake-button--enabled cdx-button--weight-quiet cdx-button--icon-only " aria-hidden="true" ><span class="vector-icon mw-ui-icon-listBullet mw-ui-icon-wikimedia-listBullet"></span> <span class="vector-dropdown-label-text">Toggle the table of contents</span> </label> <div class="vector-dropdown-content"> <div id="vector-page-titlebar-toc-unpinned-container" class="vector-unpinned-container"> </div> </div> </div> </nav> <h1 id="firstHeading" class="firstHeading mw-first-heading"><span class="mw-page-title-main">Direct marketing</span></h1> <div id="p-lang-btn" class="vector-dropdown mw-portlet mw-portlet-lang" > <input type="checkbox" id="p-lang-btn-checkbox" role="button" aria-haspopup="true" data-event-name="ui.dropdown-p-lang-btn" class="vector-dropdown-checkbox mw-interlanguage-selector" aria-label="Go to an article in another language. Available in 33 languages" > <label id="p-lang-btn-label" for="p-lang-btn-checkbox" class="vector-dropdown-label cdx-button cdx-button--fake-button cdx-button--fake-button--enabled cdx-button--weight-quiet cdx-button--action-progressive mw-portlet-lang-heading-33" aria-hidden="true" ><span class="vector-icon mw-ui-icon-language-progressive mw-ui-icon-wikimedia-language-progressive"></span> <span class="vector-dropdown-label-text">33 languages</span> </label> <div class="vector-dropdown-content"> <div class="vector-menu-content"> <ul class="vector-menu-content-list"> <li class="interlanguage-link interwiki-ar mw-list-item"><a href="https://ar.wikipedia.org/wiki/%D8%AA%D8%B3%D9%88%D9%8A%D9%82_%D9%85%D8%A8%D8%A7%D8%B4%D8%B1" title="تسويق مباشر – Arabic" lang="ar" hreflang="ar" data-title="تسويق مباشر" data-language-autonym="العربية" data-language-local-name="Arabic" class="interlanguage-link-target"><span>العربية</span></a></li><li class="interlanguage-link interwiki-bg mw-list-item"><a href="https://bg.wikipedia.org/wiki/%D0%94%D0%B8%D1%80%D0%B5%D0%BA%D1%82%D0%B5%D0%BD_%D0%BC%D0%B0%D1%80%D0%BA%D0%B5%D1%82%D0%B8%D0%BD%D0%B3" title="Директен маркетинг – Bulgarian" lang="bg" hreflang="bg" data-title="Директен маркетинг" data-language-autonym="Български" data-language-local-name="Bulgarian" class="interlanguage-link-target"><span>Български</span></a></li><li class="interlanguage-link interwiki-cs mw-list-item"><a href="https://cs.wikipedia.org/wiki/P%C5%99%C3%ADm%C3%BD_marketing" title="Přímý marketing – Czech" lang="cs" hreflang="cs" data-title="Přímý marketing" data-language-autonym="Čeština" data-language-local-name="Czech" class="interlanguage-link-target"><span>Čeština</span></a></li><li class="interlanguage-link interwiki-de mw-list-item"><a href="https://de.wikipedia.org/wiki/Direktmarketing" title="Direktmarketing – German" lang="de" hreflang="de" data-title="Direktmarketing" data-language-autonym="Deutsch" data-language-local-name="German" class="interlanguage-link-target"><span>Deutsch</span></a></li><li class="interlanguage-link interwiki-el mw-list-item"><a href="https://el.wikipedia.org/wiki/%CE%86%CE%BC%CE%B5%CF%83%CE%BF_%CE%BC%CE%AC%CF%81%CE%BA%CE%B5%CF%84%CE%B9%CE%BD%CE%B3%CE%BA" title="Άμεσο μάρκετινγκ – Greek" lang="el" hreflang="el" data-title="Άμεσο μάρκετινγκ" data-language-autonym="Ελληνικά" data-language-local-name="Greek" class="interlanguage-link-target"><span>Ελληνικά</span></a></li><li class="interlanguage-link interwiki-es mw-list-item"><a href="https://es.wikipedia.org/wiki/Mercadotecnia_directa" title="Mercadotecnia directa – Spanish" lang="es" hreflang="es" data-title="Mercadotecnia directa" data-language-autonym="Español" data-language-local-name="Spanish" class="interlanguage-link-target"><span>Español</span></a></li><li class="interlanguage-link interwiki-eu mw-list-item"><a href="https://eu.wikipedia.org/wiki/Zuzeneko_marketin" title="Zuzeneko marketin – Basque" lang="eu" hreflang="eu" data-title="Zuzeneko marketin" data-language-autonym="Euskara" data-language-local-name="Basque" class="interlanguage-link-target"><span>Euskara</span></a></li><li class="interlanguage-link interwiki-fa mw-list-item"><a href="https://fa.wikipedia.org/wiki/%D8%A8%D8%A7%D8%B2%D8%A7%D8%B1%DB%8C%D8%A7%D8%A8%DB%8C_%D9%85%D8%B3%D8%AA%D9%82%DB%8C%D9%85" title="بازاریابی مستقیم – Persian" lang="fa" hreflang="fa" data-title="بازاریابی مستقیم" data-language-autonym="فارسی" data-language-local-name="Persian" class="interlanguage-link-target"><span>فارسی</span></a></li><li class="interlanguage-link interwiki-fr mw-list-item"><a href="https://fr.wikipedia.org/wiki/Marketing_direct" title="Marketing direct – French" lang="fr" hreflang="fr" data-title="Marketing direct" data-language-autonym="Français" data-language-local-name="French" class="interlanguage-link-target"><span>Français</span></a></li><li class="interlanguage-link interwiki-ko mw-list-item"><a href="https://ko.wikipedia.org/wiki/%EB%8B%A4%EC%9D%B4%EB%A0%89%ED%8A%B8_%EB%A7%88%EC%BC%80%ED%8C%85" title="다이렉트 마케팅 – Korean" lang="ko" hreflang="ko" data-title="다이렉트 마케팅" data-language-autonym="한국어" data-language-local-name="Korean" class="interlanguage-link-target"><span>한국어</span></a></li><li class="interlanguage-link interwiki-hi mw-list-item"><a href="https://hi.wikipedia.org/wiki/%E0%A4%AA%E0%A5%8D%E0%A4%B0%E0%A4%A4%E0%A5%8D%E0%A4%AF%E0%A4%95%E0%A5%8D%E0%A4%B7_%E0%A4%B5%E0%A4%BF%E0%A4%AA%E0%A4%A3%E0%A4%A8" title="प्रत्यक्ष विपणन – Hindi" lang="hi" hreflang="hi" data-title="प्रत्यक्ष विपणन" data-language-autonym="हिन्दी" data-language-local-name="Hindi" class="interlanguage-link-target"><span>हिन्दी</span></a></li><li class="interlanguage-link interwiki-it mw-list-item"><a href="https://it.wikipedia.org/wiki/Direct_marketing" title="Direct marketing – Italian" lang="it" hreflang="it" data-title="Direct marketing" data-language-autonym="Italiano" data-language-local-name="Italian" class="interlanguage-link-target"><span>Italiano</span></a></li><li class="interlanguage-link interwiki-he mw-list-item"><a href="https://he.wikipedia.org/wiki/%D7%A9%D7%99%D7%95%D7%95%D7%A7_%D7%99%D7%A9%D7%99%D7%A8" title="שיווק ישיר – Hebrew" lang="he" hreflang="he" data-title="שיווק ישיר" data-language-autonym="עברית" data-language-local-name="Hebrew" class="interlanguage-link-target"><span>עברית</span></a></li><li class="interlanguage-link interwiki-kn mw-list-item"><a href="https://kn.wikipedia.org/wiki/%E0%B2%A8%E0%B3%87%E0%B2%B0_%E0%B2%B5%E0%B3%8D%E0%B2%AF%E0%B2%BE%E0%B2%AA%E0%B2%BE%E0%B2%B0%E0%B3%8B%E0%B2%A6%E0%B3%8D%E0%B2%AF%E0%B2%AE" title="ನೇರ ವ್ಯಾಪಾರೋದ್ಯಮ – Kannada" lang="kn" hreflang="kn" data-title="ನೇರ ವ್ಯಾಪಾರೋದ್ಯಮ" data-language-autonym="ಕನ್ನಡ" data-language-local-name="Kannada" class="interlanguage-link-target"><span>ಕನ್ನಡ</span></a></li><li class="interlanguage-link interwiki-lv mw-list-item"><a href="https://lv.wikipedia.org/wiki/Tie%C5%A1%C4%81_tirgved%C4%ABba" title="Tiešā tirgvedība – Latvian" lang="lv" hreflang="lv" data-title="Tiešā tirgvedība" data-language-autonym="Latviešu" data-language-local-name="Latvian" class="interlanguage-link-target"><span>Latviešu</span></a></li><li class="interlanguage-link interwiki-hu mw-list-item"><a href="https://hu.wikipedia.org/wiki/Direkt_marketing" title="Direkt marketing – Hungarian" lang="hu" hreflang="hu" data-title="Direkt marketing" data-language-autonym="Magyar" data-language-local-name="Hungarian" class="interlanguage-link-target"><span>Magyar</span></a></li><li class="interlanguage-link interwiki-mk mw-list-item"><a href="https://mk.wikipedia.org/wiki/%D0%94%D0%B8%D1%80%D0%B5%D0%BA%D1%82%D0%B5%D0%BD_%D0%BC%D0%B0%D1%80%D0%BA%D0%B5%D1%82%D0%B8%D0%BD%D0%B3" title="Директен маркетинг – Macedonian" lang="mk" hreflang="mk" data-title="Директен маркетинг" data-language-autonym="Македонски" data-language-local-name="Macedonian" class="interlanguage-link-target"><span>Македонски</span></a></li><li class="interlanguage-link interwiki-nl mw-list-item"><a href="https://nl.wikipedia.org/wiki/Direct_marketing" title="Direct marketing – Dutch" lang="nl" hreflang="nl" data-title="Direct marketing" data-language-autonym="Nederlands" data-language-local-name="Dutch" class="interlanguage-link-target"><span>Nederlands</span></a></li><li class="interlanguage-link interwiki-ja mw-list-item"><a href="https://ja.wikipedia.org/wiki/%E3%83%80%E3%82%A4%E3%83%AC%E3%82%AF%E3%83%88%E3%83%9E%E3%83%BC%E3%82%B1%E3%83%86%E3%82%A3%E3%83%B3%E3%82%B0" title="ダイレクトマーケティング – Japanese" lang="ja" hreflang="ja" data-title="ダイレクトマーケティング" data-language-autonym="日本語" data-language-local-name="Japanese" class="interlanguage-link-target"><span>日本語</span></a></li><li class="interlanguage-link interwiki-pl mw-list-item"><a href="https://pl.wikipedia.org/wiki/Marketing_bezpo%C5%9Bredni" title="Marketing bezpośredni – Polish" lang="pl" hreflang="pl" data-title="Marketing bezpośredni" data-language-autonym="Polski" data-language-local-name="Polish" class="interlanguage-link-target"><span>Polski</span></a></li><li class="interlanguage-link interwiki-pt mw-list-item"><a href="https://pt.wikipedia.org/wiki/Marketing_direto" title="Marketing direto – Portuguese" lang="pt" hreflang="pt" data-title="Marketing direto" data-language-autonym="Português" data-language-local-name="Portuguese" class="interlanguage-link-target"><span>Português</span></a></li><li class="interlanguage-link interwiki-ro mw-list-item"><a href="https://ro.wikipedia.org/wiki/Marketing_direct" title="Marketing direct – Romanian" lang="ro" hreflang="ro" data-title="Marketing direct" data-language-autonym="Română" data-language-local-name="Romanian" class="interlanguage-link-target"><span>Română</span></a></li><li class="interlanguage-link interwiki-ru mw-list-item"><a href="https://ru.wikipedia.org/wiki/%D0%9F%D1%80%D1%8F%D0%BC%D0%BE%D0%B9_%D0%BC%D0%B0%D1%80%D0%BA%D0%B5%D1%82%D0%B8%D0%BD%D0%B3" title="Прямой маркетинг – Russian" lang="ru" hreflang="ru" data-title="Прямой маркетинг" data-language-autonym="Русский" data-language-local-name="Russian" class="interlanguage-link-target"><span>Русский</span></a></li><li class="interlanguage-link interwiki-ckb mw-list-item"><a href="https://ckb.wikipedia.org/wiki/%D8%A8%DB%95%D8%A8%D8%A7%D8%B2%D8%A7%DA%95%DA%A9%D8%B1%D8%AF%D9%86%DB%8C_%DA%95%D8%A7%D8%B3%D8%AA%DB%95%D9%88%D8%AE%DB%86" title="بەبازاڕکردنی ڕاستەوخۆ – Central Kurdish" lang="ckb" hreflang="ckb" data-title="بەبازاڕکردنی ڕاستەوخۆ" data-language-autonym="کوردی" data-language-local-name="Central Kurdish" class="interlanguage-link-target"><span>کوردی</span></a></li><li class="interlanguage-link interwiki-sr mw-list-item"><a href="https://sr.wikipedia.org/wiki/Direktni_marketing" title="Direktni marketing – Serbian" lang="sr" hreflang="sr" data-title="Direktni marketing" data-language-autonym="Српски / srpski" data-language-local-name="Serbian" class="interlanguage-link-target"><span>Српски / srpski</span></a></li><li class="interlanguage-link interwiki-fi mw-list-item"><a href="https://fi.wikipedia.org/wiki/Suoramarkkinointi" title="Suoramarkkinointi – Finnish" lang="fi" hreflang="fi" data-title="Suoramarkkinointi" data-language-autonym="Suomi" data-language-local-name="Finnish" class="interlanguage-link-target"><span>Suomi</span></a></li><li class="interlanguage-link interwiki-sv mw-list-item"><a href="https://sv.wikipedia.org/wiki/Direktreklam" title="Direktreklam – Swedish" lang="sv" hreflang="sv" data-title="Direktreklam" data-language-autonym="Svenska" data-language-local-name="Swedish" class="interlanguage-link-target"><span>Svenska</span></a></li><li class="interlanguage-link interwiki-ta mw-list-item"><a href="https://ta.wikipedia.org/wiki/%E0%AE%A8%E0%AF%87%E0%AE%B0%E0%AE%9F%E0%AE%BF_%E0%AE%B5%E0%AE%BF%E0%AE%B3%E0%AE%AE%E0%AF%8D%E0%AE%AA%E0%AE%B0_%E0%AE%AE%E0%AF%81%E0%AE%B1%E0%AF%88" title="நேரடி விளம்பர முறை – Tamil" lang="ta" hreflang="ta" data-title="நேரடி விளம்பர முறை" data-language-autonym="தமிழ்" data-language-local-name="Tamil" class="interlanguage-link-target"><span>தமிழ்</span></a></li><li class="interlanguage-link interwiki-uk mw-list-item"><a href="https://uk.wikipedia.org/wiki/%D0%9F%D1%80%D1%8F%D0%BC%D0%B8%D0%B9_%D0%BC%D0%B0%D1%80%D0%BA%D0%B5%D1%82%D0%B8%D0%BD%D0%B3" title="Прямий маркетинг – Ukrainian" lang="uk" hreflang="uk" data-title="Прямий маркетинг" data-language-autonym="Українська" data-language-local-name="Ukrainian" class="interlanguage-link-target"><span>Українська</span></a></li><li class="interlanguage-link interwiki-ur mw-list-item"><a href="https://ur.wikipedia.org/wiki/%D8%B1%D8%A7%D8%B3%D8%AA_%D8%A8%D8%A7%D8%B2%D8%A7%D8%B1_%DA%A9%D8%A7%D8%B1%DB%8C" title="راست بازار کاری – Urdu" lang="ur" hreflang="ur" data-title="راست بازار کاری" data-language-autonym="اردو" data-language-local-name="Urdu" class="interlanguage-link-target"><span>اردو</span></a></li><li class="interlanguage-link interwiki-vi mw-list-item"><a href="https://vi.wikipedia.org/wiki/Marketing_tr%E1%BB%B1c_ti%E1%BA%BFp" title="Marketing trực tiếp – Vietnamese" lang="vi" hreflang="vi" data-title="Marketing trực tiếp" data-language-autonym="Tiếng Việt" data-language-local-name="Vietnamese" class="interlanguage-link-target"><span>Tiếng Việt</span></a></li><li class="interlanguage-link interwiki-zh-yue mw-list-item"><a href="https://zh-yue.wikipedia.org/wiki/%E7%9B%B4%E6%8E%A5%E7%87%9F%E9%8A%B7" title="直接營銷 – Cantonese" lang="yue" hreflang="yue" data-title="直接營銷" data-language-autonym="粵語" data-language-local-name="Cantonese" class="interlanguage-link-target"><span>粵語</span></a></li><li class="interlanguage-link interwiki-zh mw-list-item"><a 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version</span></a></li> </ul> </div> </div> <div id="p-wikibase-otherprojects" class="vector-menu mw-portlet mw-portlet-wikibase-otherprojects" > <div class="vector-menu-heading"> In other projects </div> <div class="vector-menu-content"> <ul class="vector-menu-content-list"> <li class="wb-otherproject-link wb-otherproject-commons mw-list-item"><a href="https://commons.wikimedia.org/wiki/Category:Direct_marketing" hreflang="en"><span>Wikimedia Commons</span></a></li><li id="t-wikibase" class="wb-otherproject-link wb-otherproject-wikibase-dataitem mw-list-item"><a href="https://www.wikidata.org/wiki/Special:EntityPage/Q677073" title="Structured data on this page hosted by Wikidata [g]" accesskey="g"><span>Wikidata item</span></a></li> </ul> </div> </div> </div> </div> </div> </div> </nav> </div> </div> </div> <div class="vector-column-end"> <div class="vector-sticky-pinned-container"> <nav class="vector-page-tools-landmark" aria-label="Page tools"> <div id="vector-page-tools-pinned-container" class="vector-pinned-container"> </div> </nav> <nav class="vector-appearance-landmark" aria-label="Appearance"> <div id="vector-appearance-pinned-container" class="vector-pinned-container"> <div id="vector-appearance" class="vector-appearance vector-pinnable-element"> <div class="vector-pinnable-header vector-appearance-pinnable-header vector-pinnable-header-pinned" data-feature-name="appearance-pinned" data-pinnable-element-id="vector-appearance" data-pinned-container-id="vector-appearance-pinned-container" data-unpinned-container-id="vector-appearance-unpinned-container" > <div class="vector-pinnable-header-label">Appearance</div> <button class="vector-pinnable-header-toggle-button vector-pinnable-header-pin-button" data-event-name="pinnable-header.vector-appearance.pin">move to sidebar</button> <button class="vector-pinnable-header-toggle-button vector-pinnable-header-unpin-button" data-event-name="pinnable-header.vector-appearance.unpin">hide</button> </div> </div> </div> </nav> </div> </div> <div id="bodyContent" class="vector-body" aria-labelledby="firstHeading" data-mw-ve-target-container> <div class="vector-body-before-content"> <div class="mw-indicators"> </div> <div id="siteSub" class="noprint">From Wikipedia, the free encyclopedia</div> </div> <div id="contentSub"><div id="mw-content-subtitle"></div></div> <div id="mw-content-text" class="mw-body-content"><div class="mw-content-ltr mw-parser-output" lang="en" dir="ltr"><div class="shortdescription nomobile noexcerpt noprint searchaux" style="display:none">Model of communicating discounts and other sales offers</div> <style data-mw-deduplicate="TemplateStyles:r1236090951">.mw-parser-output .hatnote{font-style:italic}.mw-parser-output div.hatnote{padding-left:1.6em;margin-bottom:0.5em}.mw-parser-output .hatnote i{font-style:normal}.mw-parser-output .hatnote+link+.hatnote{margin-top:-0.5em}@media print{body.ns-0 .mw-parser-output .hatnote{display:none!important}}</style><div role="note" class="hatnote navigation-not-searchable">Not to be confused with <a href="/wiki/Direct_selling" title="Direct selling">Direct selling</a>.</div> <link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1236090951"><div role="note" class="hatnote navigation-not-searchable">For distribution and retail sales of comic books, see <a href="/wiki/Direct_market" title="Direct market">direct market</a>.</div> <p class="mw-empty-elt"> </p> <figure class="mw-default-size" typeof="mw:File/Thumb"><a href="/wiki/File:Pile_of_junk_mail.jpg" class="mw-file-description"><img src="//upload.wikimedia.org/wikipedia/commons/thumb/e/e5/Pile_of_junk_mail.jpg/220px-Pile_of_junk_mail.jpg" decoding="async" width="220" height="126" class="mw-file-element" srcset="//upload.wikimedia.org/wikipedia/commons/thumb/e/e5/Pile_of_junk_mail.jpg/330px-Pile_of_junk_mail.jpg 1.5x, //upload.wikimedia.org/wikipedia/commons/thumb/e/e5/Pile_of_junk_mail.jpg/440px-Pile_of_junk_mail.jpg 2x" data-file-width="979" data-file-height="560" /></a><figcaption>A pile of advertising mail</figcaption></figure> <style data-mw-deduplicate="TemplateStyles:r1129693374">.mw-parser-output .hlist dl,.mw-parser-output .hlist ol,.mw-parser-output .hlist ul{margin:0;padding:0}.mw-parser-output .hlist dd,.mw-parser-output .hlist dt,.mw-parser-output .hlist li{margin:0;display:inline}.mw-parser-output .hlist.inline,.mw-parser-output .hlist.inline dl,.mw-parser-output .hlist.inline ol,.mw-parser-output .hlist.inline ul,.mw-parser-output .hlist dl dl,.mw-parser-output .hlist dl ol,.mw-parser-output .hlist dl ul,.mw-parser-output .hlist ol dl,.mw-parser-output .hlist ol ol,.mw-parser-output .hlist ol ul,.mw-parser-output .hlist ul dl,.mw-parser-output .hlist ul ol,.mw-parser-output .hlist ul ul{display:inline}.mw-parser-output .hlist .mw-empty-li{display:none}.mw-parser-output .hlist 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a{color:var(--color-progressive)!important}}@media print{body.ns-0 .mw-parser-output .sidebar{display:none!important}}</style><table class="sidebar sidebar-collapse nomobile nowraplinks hlist"><tbody><tr><th class="sidebar-title" style="background: #ddf;"><a href="/wiki/Marketing" title="Marketing">Marketing</a></th></tr><tr><td class="sidebar-above" style="border:none;"> <ul><li><a href="/wiki/Marketing_management" title="Marketing management">Management</a></li></ul></td></tr><tr><td class="sidebar-content"> <div class="sidebar-list mw-collapsible mw-collapsed"><div class="sidebar-list-title" style="background: #eef; text-align: center;;color: var(--color-base)">Key concepts</div><div class="sidebar-list-content mw-collapsible-content"> <ul><li><a href="/wiki/Distribution_(business)" class="mw-redirect" title="Distribution (business)">Distribution</a></li> <li><a href="/wiki/Pricing" title="Pricing">Pricing</a></li> <li><a href="/wiki/Retail" title="Retail">Retail</a></li> <li><a href="/wiki/Service_(economics)" title="Service (economics)">Service</a></li> <li><a href="/wiki/Marketing_activation" title="Marketing activation">Activation</a></li> <li><a href="/wiki/Brand_licensing" title="Brand licensing">Brand licensing</a></li> <li><a href="/wiki/Brand_management" title="Brand management">Brand management</a></li> <li><a href="/wiki/Co-creation" title="Co-creation">Co-creation</a></li> <li><a href="/wiki/Marketing_communications" title="Marketing communications">Communications</a></li> <li><a href="/wiki/Consumer_behaviour" title="Consumer behaviour">Consumer behaviour</a></li> <li><a href="/wiki/Consumer_culture" title="Consumer culture">Consumer culture</a></li> <li><a href="/wiki/Dominance_(economics)" class="mw-redirect" title="Dominance (economics)">Dominance</a></li> <li><a href="/wiki/Marketing_effectiveness" title="Marketing effectiveness">Effectiveness</a></li> <li><a href="/wiki/Marketing_ethics" title="Marketing ethics">Ethics</a></li> <li><a href="/wiki/Promotion_(marketing)" title="Promotion (marketing)">Promotion</a></li> <li><a href="/wiki/Market_segmentation" title="Market segmentation">Segmentation</a></li> <li><a href="/wiki/Marketing_strategy" title="Marketing strategy">Strategy</a></li> <li><a href="/wiki/Account-based_marketing" title="Account-based marketing">Account-based marketing</a></li> <li><a href="/wiki/Digital_marketing" title="Digital marketing">Digital marketing</a></li> <li><a href="/wiki/Product_marketing" title="Product marketing">Product marketing</a></li> <li><a href="/wiki/Social_marketing" title="Social marketing">Social marketing</a></li> <li><a href="/wiki/Influencer_marketing" title="Influencer marketing">Influencer marketing</a></li> <li><a href="/wiki/Attribution_(marketing)" title="Attribution (marketing)">Attribution</a></li> <li><a href="/wiki/Annoyance_factor" title="Annoyance factor">Annoyance factor</a></li> <li><a href="/wiki/Horizontal_integration" title="Horizontal integration">Horizontal integration</a></li> <li><a href="/wiki/Vertical_integration" title="Vertical integration">Vertical integration</a></li></ul></div></div></td> </tr><tr><td class="sidebar-content"> <div class="sidebar-list mw-collapsible mw-collapsed"><div class="sidebar-list-title" style="background: #eef; text-align: center;;color: var(--color-base)">Promotional content</div><div class="sidebar-list-content mw-collapsible-content"> <ul><li><a href="/wiki/Advertising" title="Advertising">Advertising</a></li> <li><a href="/wiki/Ambush_marketing" title="Ambush marketing">Ambush marketing</a></li> <li><a href="/wiki/Brand" title="Brand">Branding</a></li> <li><a href="/wiki/Corporate_anniversary" title="Corporate anniversary">Corporate anniversary</a></li> <li><a class="mw-selflink selflink">Direct marketing</a></li> <li><a href="/wiki/Franchising" title="Franchising">Franchising</a></li> <li><a href="/wiki/Label" title="Label">Label</a></li> <li><a href="/wiki/Loyalty_marketing" title="Loyalty marketing">Loyalty marketing</a></li> <li><a href="/wiki/Mobile_marketing" title="Mobile marketing">Mobile marketing</a></li> <li><a href="/wiki/Music_on_hold" title="Music on hold">On-hold messaging</a></li> <li><a href="/wiki/Personal_selling" title="Personal selling">Personal selling</a></li> <li><a href="/wiki/Premium_(marketing)" title="Premium (marketing)">Premiums</a></li> <li><a href="/wiki/Prize_(marketing)" title="Prize (marketing)">Prizes</a></li> <li><a href="/wiki/Product_placement" title="Product placement">Product placement</a></li> <li><a href="/wiki/Corporate_propaganda" title="Corporate propaganda">Propaganda</a></li> <li><a href="/wiki/Publicity" title="Publicity">Publicity</a></li> <li><a href="/wiki/Sales_promotion" title="Sales promotion">Sales promotion</a></li> <li><a href="/wiki/Sex_in_advertising" title="Sex in advertising">Sex in advertising</a></li> <li><a href="/wiki/Underwriting_spot" title="Underwriting spot">Underwriting spot</a></li></ul></div></div></td> </tr><tr><td class="sidebar-content"> <div class="sidebar-list mw-collapsible mw-collapsed"><div class="sidebar-list-title" style="background: #eef; text-align: center;;color: var(--color-base)">Promotional media</div><div class="sidebar-list-content mw-collapsible-content"> <ul><li><a href="/wiki/Behavioral_targeting" class="mw-redirect" title="Behavioral targeting">Behavioral targeting</a></li> <li><a href="/wiki/Brand_ambassador" title="Brand ambassador">Brand ambassador</a></li> <li><a href="/wiki/Display_advertising" class="mw-redirect" title="Display advertising">Display advertising</a></li> <li><a href="/wiki/Drip_marketing" title="Drip marketing">Drip marketing</a></li> <li><a href="/wiki/In-game_advertising" title="In-game advertising">In-game advertising</a></li> <li><a href="/wiki/Mobile_advertising" title="Mobile advertising">Mobile advertising</a></li> <li><a href="/wiki/Native_advertising" title="Native advertising">Native advertising</a></li> <li><a href="/wiki/New_media" title="New media">New media</a></li> <li><a href="/wiki/Online_advertising" title="Online advertising">Online advertising</a></li> <li><a href="/wiki/Out-of-home_advertising" class="mw-redirect" title="Out-of-home advertising">Out-of-home advertising</a></li> <li><a href="/wiki/Point_of_sale" title="Point of sale">Point of sale</a></li> <li><a href="/wiki/Product_demonstration" title="Product demonstration">Product demonstration</a></li> <li><a href="/wiki/Promotional_merchandise" title="Promotional merchandise">Promotional merchandise</a></li> <li><a href="/wiki/Promotional_representative" title="Promotional representative">Promotional representative</a></li> <li><a href="/wiki/Visual_merchandising" title="Visual merchandising">Visual merchandising</a></li> <li><a href="/wiki/Web_banner" title="Web banner">Web banner</a></li> <li><a href="/wiki/Word-of-mouth_marketing" title="Word-of-mouth marketing">Word-of-mouth</a></li></ul></div></div></td> </tr><tr><td class="sidebar-content"> <div class="sidebar-list mw-collapsible mw-collapsed"><div class="sidebar-list-title" style="background: #eef; text-align: center;;color: var(--color-base)">Research</div><div class="sidebar-list-content mw-collapsible-content"> <ul><li><a href="/wiki/Market_research" title="Market research">Market research</a></li> <li><a href="/wiki/Marketing_research" title="Marketing research">Marketing research</a></li> <li><a href="/wiki/Mystery_shopping" title="Mystery shopping">Mystery shopping</a></li> <li><a href="/wiki/Consumer_research" class="mw-redirect" title="Consumer research">Consumer research</a></li></ul></div></div></td> </tr><tr><td class="sidebar-navbar"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1129693374"><style data-mw-deduplicate="TemplateStyles:r1239400231">.mw-parser-output .navbar{display:inline;font-size:88%;font-weight:normal}.mw-parser-output .navbar-collapse{float:left;text-align:left}.mw-parser-output .navbar-boxtext{word-spacing:0}.mw-parser-output .navbar ul{display:inline-block;white-space:nowrap;line-height:inherit}.mw-parser-output .navbar-brackets::before{margin-right:-0.125em;content:"[ "}.mw-parser-output .navbar-brackets::after{margin-left:-0.125em;content:" ]"}.mw-parser-output .navbar li{word-spacing:-0.125em}.mw-parser-output .navbar a>span,.mw-parser-output .navbar a>abbr{text-decoration:inherit}.mw-parser-output .navbar-mini abbr{font-variant:small-caps;border-bottom:none;text-decoration:none;cursor:inherit}.mw-parser-output .navbar-ct-full{font-size:114%;margin:0 7em}.mw-parser-output .navbar-ct-mini{font-size:114%;margin:0 4em}html.skin-theme-clientpref-night .mw-parser-output .navbar li a abbr{color:var(--color-base)!important}@media(prefers-color-scheme:dark){html.skin-theme-clientpref-os .mw-parser-output .navbar li a abbr{color:var(--color-base)!important}}@media print{.mw-parser-output .navbar{display:none!important}}</style><div class="navbar plainlinks hlist navbar-mini"><ul><li class="nv-view"><a href="/wiki/Template:Marketing" title="Template:Marketing"><abbr title="View this template">v</abbr></a></li><li class="nv-talk"><a href="/wiki/Template_talk:Marketing" title="Template talk:Marketing"><abbr title="Discuss this template">t</abbr></a></li><li class="nv-edit"><a href="/wiki/Special:EditPage/Template:Marketing" title="Special:EditPage/Template:Marketing"><abbr title="Edit this template">e</abbr></a></li></ul></div></td></tr></tbody></table> <p><b>Direct marketing</b> is a form of communicating an offer, where organizations communicate directly to a <a href="/wiki/Target_market" title="Target market">pre-selected</a><sup id="cite_ref-Les1.NYT_1-0" class="reference"><a href="#cite_note-Les1.NYT-1"><span class="cite-bracket">[</span>1<span class="cite-bracket">]</span></a></sup> <a href="/wiki/Customer" title="Customer">customer</a> and supply a method for a direct response. Among practitioners, it is also known as <i>direct response marketing</i>. In contrast to direct marketing, <a href="/wiki/Advertising" title="Advertising">advertising</a> is more of a mass-message nature.<sup id="cite_ref-Les1.NYT_1-1" class="reference"><a href="#cite_note-Les1.NYT-1"><span class="cite-bracket">[</span>1<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-2" class="reference"><a href="#cite_note-2"><span class="cite-bracket">[</span>2<span class="cite-bracket">]</span></a></sup> </p><p>Response channels include <a href="/wiki/Toll-free_telephone_number" title="Toll-free telephone number">toll-free telephone numbers</a>, reply cards, reply forms to be sent in an envelope, websites and <a href="/wiki/Email_address" title="Email address">email addresses</a>. </p><p>The prevalence of direct marketing and the unwelcome nature of some communications<sup id="cite_ref-3" class="reference"><a href="#cite_note-3"><span class="cite-bracket">[</span>3<span class="cite-bracket">]</span></a></sup> has led to regulations and laws such as the <a href="/wiki/CAN-SPAM_Act" class="mw-redirect" title="CAN-SPAM Act">CAN-SPAM Act</a>, requiring that consumers in the United States be allowed to opt out.<sup id="cite_ref-4" class="reference"><a href="#cite_note-4"><span class="cite-bracket">[</span>4<span class="cite-bracket">]</span></a></sup> </p> <meta property="mw:PageProp/toc" /> <div class="mw-heading mw-heading2"><h2 id="Overview">Overview</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Direct_marketing&action=edit&section=1" title="Edit section: Overview"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>Intended targets are selected from larger populations based on vendor-defined criteria, including average income for a particular <a href="/wiki/ZIP_code" class="mw-redirect" title="ZIP code">ZIP code</a><sup class="noprint Inline-Template" style="white-space:nowrap;">[<i><a href="/wiki/Wikipedia:WikiProject_Countering_systemic_bias" title="Wikipedia:WikiProject Countering systemic bias"><span title="The material near this tag may not represent a worldwide view of the subject. (October 2024)">United States-centric</span></a></i>]</sup>, purchasing history and presence on other lists.<sup id="cite_ref-Les1.NYT_1-2" class="reference"><a href="#cite_note-Les1.NYT-1"><span class="cite-bracket">[</span>1<span class="cite-bracket">]</span></a></sup> The goal is "to sell directly to consumers" without letting others "join (the) parade." </p><p>Compared to general marketing which is not as targeted, direct marketing is targeted to speak directly with the consumer. <sup id="cite_ref-:0_5-0" class="reference"><a href="#cite_note-:0-5"><span class="cite-bracket">[</span>5<span class="cite-bracket">]</span></a></sup> </p> <div class="mw-heading mw-heading2"><h2 id="History">History</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Direct_marketing&action=edit&section=2" title="Edit section: History"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1236090951"><div role="note" class="hatnote navigation-not-searchable">Main article: <a href="/wiki/Mail_order" title="Mail order">Mail order</a></div> <p>Direct marketing, using catalogues, was practiced in 15th-century Europe.<sup id="cite_ref-6" class="reference"><a href="#cite_note-6"><span class="cite-bracket">[</span>6<span class="cite-bracket">]</span></a></sup> The publisher <a href="/wiki/Aldus_Manutius" title="Aldus Manutius">Aldus Manutius</a> of Venice printed a catalogue of the books he offered for sale. In 1667, the English <a href="/wiki/Garden" title="Garden">gardener</a>, William Lucas, published a seed catalogue, which he mailed to his customers to inform them of his prices. Catalogues spread to colonial America, where <a href="/wiki/Benjamin_Franklin" title="Benjamin Franklin">Benjamin Franklin</a> is believed to have been the first cataloguer in <a href="/wiki/British_America" title="British America">British America</a>. In 1744, he produced a catalogue of scientific and academic books.<sup id="cite_ref-7" class="reference"><a href="#cite_note-7"><span class="cite-bracket">[</span>7<span class="cite-bracket">]</span></a></sup> </p> <figure class="mw-default-size mw-halign-right" typeof="mw:File/Thumb"><a href="/wiki/File:JosiahWedgwood.jpeg" class="mw-file-description"><img src="//upload.wikimedia.org/wikipedia/commons/thumb/9/95/JosiahWedgwood.jpeg/220px-JosiahWedgwood.jpeg" decoding="async" width="220" height="254" class="mw-file-element" srcset="//upload.wikimedia.org/wikipedia/commons/thumb/9/95/JosiahWedgwood.jpeg/330px-JosiahWedgwood.jpeg 1.5x, //upload.wikimedia.org/wikipedia/commons/thumb/9/95/JosiahWedgwood.jpeg/440px-JosiahWedgwood.jpeg 2x" data-file-width="731" data-file-height="845" /></a><figcaption>18th century English entrepreneur and potter <a href="/wiki/Josiah_Wedgwood" title="Josiah Wedgwood">Josiah Wedgwood</a> developed modern <a href="/wiki/Marketing" title="Marketing">marketing</a> techniques and was an early advocate of direct mail.<sup id="cite_ref-Wedgwood_8-0" class="reference"><a href="#cite_note-Wedgwood-8"><span class="cite-bracket">[</span>8<span class="cite-bracket">]</span></a></sup></figcaption></figure><p> Meeting the demands of the consumer revolution and the growth in wealth of the middle classes helped drive the <a href="/wiki/Industrial_Revolution" title="Industrial Revolution">Industrial Revolution</a> in Britain.<sup id="cite_ref-9" class="reference"><a href="#cite_note-9"><span class="cite-bracket">[</span>9<span class="cite-bracket">]</span></a></sup> Following the Industrial Revolution of the late 18th-century, a growing middle class created new demand for goods and services. Entrepreneurs, including <a href="/wiki/Matthew_Boulton" title="Matthew Boulton">Matthew Boulton</a> and <a href="/wiki/Pottery" title="Pottery">pottery</a> manufacturer, <a href="/wiki/Josiah_Wedgwood" title="Josiah Wedgwood">Josiah Wedgwood</a>, pioneered many of the <a href="/wiki/Marketing" title="Marketing">marketing</a> strategies used today, including direct marketing.<sup id="cite_ref-Wedgwood_8-1" class="reference"><a href="#cite_note-Wedgwood-8"><span class="cite-bracket">[</span>8<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-10" class="reference"><a href="#cite_note-10"><span class="cite-bracket">[</span>10<span class="cite-bracket">]</span></a></sup> </p><figure class="mw-default-size" typeof="mw:File/Thumb"><a href="/wiki/File:Eatons1884catalogue.jpg" class="mw-file-description"><img src="//upload.wikimedia.org/wikipedia/commons/thumb/5/55/Eatons1884catalogue.jpg/220px-Eatons1884catalogue.jpg" decoding="async" width="220" height="346" class="mw-file-element" srcset="//upload.wikimedia.org/wikipedia/commons/thumb/5/55/Eatons1884catalogue.jpg/330px-Eatons1884catalogue.jpg 1.5x, //upload.wikimedia.org/wikipedia/commons/thumb/5/55/Eatons1884catalogue.jpg/440px-Eatons1884catalogue.jpg 2x" data-file-width="936" data-file-height="1474" /></a><figcaption>Cover of Eatons Catalogue, Ontario, Canada, 1884</figcaption></figure> <p>The Welsh entrepreneur <a href="/wiki/Pryce_Pryce-Jones" title="Pryce Pryce-Jones">Pryce Pryce-Jones</a> set up the first modern mail order in 1861.<sup id="cite_ref-11" class="reference"><a href="#cite_note-11"><span class="cite-bracket">[</span>11<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-12" class="reference"><a href="#cite_note-12"><span class="cite-bracket">[</span>12<span class="cite-bracket">]</span></a></sup> Starting as an apprentice to a local draper in <a href="/wiki/Newtown,_Wales" class="mw-redirect" title="Newtown, Wales">Newtown, Wales</a>, he took over the business in 1856 and renamed it the Royal Welsh Warehouse, selling local Welsh <a href="/wiki/Flannel" title="Flannel">flannel</a>. </p><p>Improvements in transportation systems combined with the advent of the <a href="/wiki/Uniform_Penny_Post" title="Uniform Penny Post">Uniform Penny Post</a> in the mid-19th century provided the necessary conditions for rapid growth in mail order services.<sup id="cite_ref-13" class="reference"><a href="#cite_note-13"><span class="cite-bracket">[</span>13<span class="cite-bracket">]</span></a></sup> In 1861, Pryce-Jones hit upon a unique method of selling his wares. He distributed catalogs of his wares across the country, allowing people to choose the items they wished and order them via post. Pryce-Jones would then dispatch the goods to the customer via the <a href="/wiki/Railway" class="mw-redirect" title="Railway">railways</a>. It was an ideal way of meeting the needs of customers in isolated <a href="/wiki/Rural" class="mw-redirect" title="Rural">rural</a> locations who were either too busy or unable to get into Newtown to shop directly. This was the world's first mail-order business, an idea which would change the nature of <a href="/wiki/Retail" title="Retail">retail</a> in the coming century.<sup id="cite_ref-14" class="reference"><a href="#cite_note-14"><span class="cite-bracket">[</span>14<span class="cite-bracket">]</span></a></sup> </p><p>One of Pryce-Jones' most popular products was the <a href="/wiki/Sleeping_bag" title="Sleeping bag">Euklisia Rug</a>,<sup id="cite_ref-15" class="reference"><a href="#cite_note-15"><span class="cite-bracket">[</span>15<span class="cite-bracket">]</span></a></sup> the forerunner of the modern sleeping bag, which Pryce-Jones exported around the world, at one point landing a contract with the <a href="/wiki/Russian_Army" class="mw-redirect" title="Russian Army">Russian Army</a> for 60,000 rugs.<sup id="cite_ref-16" class="reference"><a href="#cite_note-16"><span class="cite-bracket">[</span>16<span class="cite-bracket">]</span></a></sup> By 1880, he had more than 100,000 customers and his success was rewarded in 1887 with a knighthood.<sup id="cite_ref-17" class="reference"><a href="#cite_note-17"><span class="cite-bracket">[</span>17<span class="cite-bracket">]</span></a></sup> </p><p>In the 19th century, the American retailer, <a href="/wiki/Aaron_Montgomery_Ward" title="Aaron Montgomery Ward">Aaron Montgomery Ward</a>, believed that using the technique of selling products directly to the customer at appealing prices could if executed effectively and efficiently, revolutionize the market industry and therefore be used as a model for marketing products and creating customer loyalty.<sup id="cite_ref-brandweek50_18-0" class="reference"><a href="#cite_note-brandweek50-18"><span class="cite-bracket">[</span>18<span class="cite-bracket">]</span></a></sup> The term "direct marketing" was coined long after Montgomery Ward's time. <sup id="cite_ref-19" class="reference"><a href="#cite_note-19"><span class="cite-bracket">[</span>19<span class="cite-bracket">]</span></a></sup> </p><p>In 1872, Ward produced the first mail-order catalog for his <a href="/wiki/Montgomery_Ward" title="Montgomery Ward">Montgomery Ward</a> mail order business. By buying goods and then reselling them directly to customers, Ward was consequently removing the middlemen at the general store and, to the benefit of the customer, drastically lowering the prices.<sup id="cite_ref-brandweek50_18-1" class="reference"><a href="#cite_note-brandweek50-18"><span class="cite-bracket">[</span>18<span class="cite-bracket">]</span></a></sup> The Direct Mail Advertising Association, the predecessor of the present-day <a href="/wiki/Direct_Marketing_Association_(USA)" class="mw-redirect" title="Direct Marketing Association (USA)">Direct Marketing Association</a>, was first established in 1917.<sup id="cite_ref-20" class="reference"><a href="#cite_note-20"><span class="cite-bracket">[</span>20<span class="cite-bracket">]</span></a></sup> Third class <a href="/wiki/Bulk_mail" title="Bulk mail">bulk mail</a> postage rates were established in 1928.<sup id="cite_ref-21" class="reference"><a href="#cite_note-21"><span class="cite-bracket">[</span>21<span class="cite-bracket">]</span></a></sup> </p><p>In 1967, <a href="/wiki/Lester_Wunderman" title="Lester Wunderman">Lester Wunderman</a> identified, named, and defined the term "direct marketing". Wunderman—considered to be the father of contemporary direct marketing<sup id="cite_ref-22" class="reference"><a href="#cite_note-22"><span class="cite-bracket">[</span>22<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-23" class="reference"><a href="#cite_note-23"><span class="cite-bracket">[</span>23<span class="cite-bracket">]</span></a></sup>—is behind the creation of the <a href="/wiki/Toll-free_telephone_numbers_in_the_North_American_Numbering_Plan" title="Toll-free telephone numbers in the North American Numbering Plan">toll-free 1-800 number</a><sup id="cite_ref-brandweek50_18-2" class="reference"><a href="#cite_note-brandweek50-18"><span class="cite-bracket">[</span>18<span class="cite-bracket">]</span></a></sup> and numerous loyalty marketing programs including the Columbia Record Club, the magazine subscription card, and the American Express Customer Rewards program.<sup id="cite_ref-24" class="reference"><a href="#cite_note-24"><span class="cite-bracket">[</span>24<span class="cite-bracket">]</span></a></sup> </p> <div class="mw-heading mw-heading2"><h2 id="Objectives">Objectives</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Direct_marketing&action=edit&section=3" title="Edit section: Objectives"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>Direct Marketing has a few objectives such as: selling, generating leads, and developing relationships with customers. <sup id="cite_ref-:0_5-1" class="reference"><a href="#cite_note-:0-5"><span class="cite-bracket">[</span>5<span class="cite-bracket">]</span></a></sup> </p><p>Selling is a major objective of direct marketing. An example of this can be newspaper with an advertisement promoting a certain product to buy.<sup id="cite_ref-:0_5-2" class="reference"><a href="#cite_note-:0-5"><span class="cite-bracket">[</span>5<span class="cite-bracket">]</span></a></sup> </p><p>Another objective of direct marketing is to both generate leads and qualify leads. Leads that are qualified can also be identified as prospective customers. <sup id="cite_ref-:0_5-3" class="reference"><a href="#cite_note-:0-5"><span class="cite-bracket">[</span>5<span class="cite-bracket">]</span></a></sup> </p><p>Developing relationships with customers is also an objective of a direct marketing campaign. If a direct marketing campaign is executed correctly, the loyalty ladder shows that a target company can go from suspects to prospects to customers to clients and finally to advocates. <sup id="cite_ref-:0_5-4" class="reference"><a href="#cite_note-:0-5"><span class="cite-bracket">[</span>5<span class="cite-bracket">]</span></a></sup> </p> <div class="mw-heading mw-heading2"><h2 id="Challenges_and_solutions">Challenges and solutions</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Direct_marketing&action=edit&section=4" title="Edit section: Challenges and solutions"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>List brokers provide names and contact information,<sup id="cite_ref-ListB.NYT_25-0" class="reference"><a href="#cite_note-ListB.NYT-25"><span class="cite-bracket">[</span>25<span class="cite-bracket">]</span></a></sup> but their services need to be contrasted to expected "<a href="/wiki/Return_on_investment" title="Return on investment">return on investment</a>." </p><p>Success can vary based on factors such as: </p> <ul><li>Offer (best offer may yield up to 3 times the response, as compared with the worst offer)</li> <li>Timing (best timing for the campaign may yield up to 2 times the response, as compared with the worst timing)</li> <li>Ease of response (best/multiple ways offered to respond may yield up to 1.35 times the response, as compared with not-so-friendly response mechanism/s)</li> <li>Creativity</li> <li>Media employed. The medium/media used to deliver a message can have a significant impact on responses. It is difficult to truly personalize a DRTV or radio message. One can even attempt to send a personalized message via email or text message, but a high-quality direct mail envelope and the letter will typically have a better chance of generated a response in this scenario.</li> <li>Fulfillment – Mail fulfillment is the physical act of printing and then the postage and distribution of it. And this is an important stage within the Direct Marketing process. This stage is known as direct mail fulfillment – and includes tasks such as data cleansing, material preparation, collation, folding, closing, bundling, packaging and courier collection. This stage is also something that cannot be overlooked as it can truly define the success of a direct marketing campaign.<sup id="cite_ref-26" class="reference"><a href="#cite_note-26"><span class="cite-bracket">[</span>26<span class="cite-bracket">]</span></a></sup></li></ul> <p>Some direct marketers use individual "opt-out" lists, variable printing, and better-targeted list practices to improve success percentages. Additionally, in order to avoid unwanted mailings, members of the marketing industry have established preference services that give customers more control over the marketing communications they receive in the mail. </p><p>The term "junk mail", referring to unsolicited commercial ads delivered via post office or directly deposited in consumers' mail boxes, can be traced back to 1954.<sup id="cite_ref-27" class="reference"><a href="#cite_note-27"><span class="cite-bracket">[</span>27<span class="cite-bracket">]</span></a></sup> The term "spam," meaning "unsolicited commercial e-mail," can be traced back to March 31, 1993,<sup id="cite_ref-28" class="reference"><a href="#cite_note-28"><span class="cite-bracket">[</span>28<span class="cite-bracket">]</span></a></sup> although in its first few months it merely referred to inadvertently posting a message so many times on <a href="/wiki/UseNet" class="mw-redirect" title="UseNet">UseNet</a> that the repetitions effectively drowned out the normal flow of conversation. </p><p>To address the concerns of unwanted emails or <a href="/wiki/Spam_(electronic)" class="mw-redirect" title="Spam (electronic)">spam</a>, in 2003, The US Congress enacted the Controlling the Assault of Non-Solicited Pornography and Marketing (<a href="/wiki/CAN-SPAM" class="mw-redirect" title="CAN-SPAM">CAN-SPAM</a>) Act to curb unwanted email messages. Can-Spam gives recipients the ability to stop unwanted emails and set out tough penalties for violations.<sup id="cite_ref-29" class="reference"><a href="#cite_note-29"><span class="cite-bracket">[</span>29<span class="cite-bracket">]</span></a></sup> Additionally, ISPs and email service providers have developed increasingly effective Email Filtering programs. These filters can interfere with the delivery of email marketing campaigns, even if the person has subscribed to receive them,<sup id="cite_ref-30" class="reference"><a href="#cite_note-30"><span class="cite-bracket">[</span>30<span class="cite-bracket">]</span></a></sup><sup class="noprint Inline-Template" style="white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Verifiability" title="Wikipedia:Verifiability"><span title="The material near this tag failed verification of its source citation(s). (June 2015)">failed verification</span></a></i>]</sup> as legitimate email marketing can possess the same hallmarks as spam. There are a range of email service providers that provide services for legitimate opt-in emailers to avoid being classified as spam. </p><p>Consumers have expressed concerns about the privacy and environmental implications of direct marketing. In response to consumer demand and increasing business pressure to increase the effectiveness of reaching the right customer with direct marketing, companies specialize in targeted direct advertising to great effect, reducing advertising budget waste and increasing the effectiveness of delivering a marketing message with better geo-demography information, delivering the advertising message to only the customers interested in the product, service, or event on offer. Additionally, members of the advertising industry have been working to adopt stricter codes regarding online targeted advertising.<sup id="cite_ref-31" class="reference"><a href="#cite_note-31"><span class="cite-bracket">[</span>31<span class="cite-bracket">]</span></a></sup> </p> <div class="mw-heading mw-heading2"><h2 id="Channels">Channels</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Direct_marketing&action=edit&section=5" title="Edit section: Channels"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>There are many channels that are effective for direct marketing such as: direct mail, telephone, newspaper, magazine, television, radio, and use of the internet. <sup id="cite_ref-:0_5-5" class="reference"><a href="#cite_note-:0-5"><span class="cite-bracket">[</span>5<span class="cite-bracket">]</span></a></sup> </p> <div class="mw-heading mw-heading3"><h3 id="Email_marketing">Email marketing</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Direct_marketing&action=edit&section=6" title="Edit section: Email marketing"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>Sending marketing messages through email or <a href="/wiki/Email_marketing" title="Email marketing">email marketing</a> is one of the most widely used direct-marketing methods.<sup id="cite_ref-32" class="reference"><a href="#cite_note-32"><span class="cite-bracket">[</span>32<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-33" class="reference"><a href="#cite_note-33"><span class="cite-bracket">[</span>33<span class="cite-bracket">]</span></a></sup> One reason for email marketing's popularity is that it is relatively inexpensive to design, test, and send an email message. It also allows marketers to deliver messages around the clock and accurately measure responses. </p> <div class="mw-heading mw-heading3"><h3 id="Online_tools">Online tools</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Direct_marketing&action=edit&section=7" title="Edit section: Online tools"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>With the expansion of digital technology and tools, direct marketing is increasingly taking place through online channels. Most online advertising is delivered to a focused group of customers and has a trackable response. </p> <ul><li><i>Display Ads</i> are interactive ads that appear on the Web next to content on Web pages or Web services. Formats include static banners, pop-ups, videos, and floating units. Customers can click on the ad to respond directly to the message or to find more detailed information. According to research by <a href="/wiki/EMarketer" class="mw-redirect" title="EMarketer">eMarketer</a>, Display Advertising, including Social Media display ads, was 45.9% of all ad spending in 2018 and is expected to grow to 60.5% of ad spending by 2023.<sup id="cite_ref-34" class="reference"><a href="#cite_note-34"><span class="cite-bracket">[</span>34<span class="cite-bracket">]</span></a></sup></li> <li><i>Search:</i> 49% of US spending on Internet ads goes to search, in which advertisers pay for prominent placement among listings in search engines whenever a potential customer enters a relevant search term, allowing ads to be delivered to customers based upon their already-indicated search criteria.<sup id="cite_ref-35" class="reference"><a href="#cite_note-35"><span class="cite-bracket">[</span>35<span class="cite-bracket">]</span></a></sup> This paid placement industry generates more than $10 billion for search companies. Marketers also use <a href="/wiki/Search_engine_optimization" title="Search engine optimization">search engine optimization</a> to drive traffic to their sites.</li> <li><i>Social Media Sites</i>, such as Facebook and Twitter, also provide opportunities for direct marketers to communicate directly with customers by creating content to which customers can respond.</li></ul> <div class="mw-heading mw-heading3"><h3 id="Mobile">Mobile</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Direct_marketing&action=edit&section=8" title="Edit section: Mobile"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>Through <a href="/wiki/Mobile_marketing" title="Mobile marketing">mobile marketing</a>, marketers engage with prospective customers and donors in an interactive manner through a mobile device or network, such as a cellphone, smartphone, or tablet. Types of mobile marketing messages include: <i>SMS</i> (short message service)—marketing communications are sent in the form of text messages, also known as texting. <i>MMS</i> (multi-media message service)—marketing communications are sent in the form of media messages. </p><p>In October 2013, the Federal Telephone Consumers Protection Act made it illegal to contact an individual via cell phone without prior express written consent for all telephone calls using an automatic telephone dialing system or a prerecorded voice to deliver a telemarketing message (known as Robocall) to wireless numbers and residential lines. An existing business relationship does not provide an exception to this requirement. </p><p><i>Mobile Applications:</i> Smartphone-based mobile apps contain several types of messages. <a href="/wiki/Push_technology" title="Push technology">Push Notifications</a> are direct messages sent to a user either automatically or as part of a campaign. They include transactional, marketing, geo-based, and more. Rich Push Notifications are full HTML Push Notifications. Mobile apps also contain Interactive ads that appear inside the mobile application or app; <i>Location-Based Marketing:</i> marketing messages delivered directly to a mobile device based on the user's location; <i>QR Codes</i> (quick-response barcodes): This is a type of 2D barcode with an encoded link that can be accessed from a smartphone. This technology is increasingly being used for everything from special offers to product information. <i>Mobile Banner Ads:</i> Like standard banner ads for desktop Web pages but smaller to fit on mobile screens and run on the mobile content network </p> <div class="mw-heading mw-heading3"><h3 id="Telemarketing">Telemarketing</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Direct_marketing&action=edit&section=9" title="Edit section: Telemarketing"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>Another common form of direct marketing is <a href="/wiki/Telemarketing" title="Telemarketing">telemarketing</a>, in which marketers contact customers by phone. The primary benefit to businesses is increased lead generation, which helps businesses increase sales volume and customer base. The most successful telemarketing service providers focus on generating more "qualified" leads that have a higher probability of getting converted into actual sales. </p><p>In the United States, the <a href="/wiki/National_Do_Not_Call_Registry" title="National Do Not Call Registry">National Do Not Call Registry</a> was created in 2003 to offer consumers a choice of whether to receive telemarketing calls at home. The FTC created the National Do Not Call Registry after a comprehensive review of the Telemarketing Sales Rule (TSR).<sup id="cite_ref-36" class="reference"><a href="#cite_note-36"><span class="cite-bracket">[</span>36<span class="cite-bracket">]</span></a></sup> The do-not-call provisions of the TSR cover any plan, program, or campaign to sell goods or services through interstate phone calls. </p><p>The 2012 modification, which went into effect on October 16, 2013, stated that prior express written consent will be required for all auto dialed and/or pre-recorded calls/texts sent/made to cell phone; and for pre-recorded calls made to residential land lines for marketing purposes. </p><p>Further, a consumer who does not wish to receive further prerecorded telemarketing calls can "opt-out" of receiving such calls by dialing a telephone number (required to be provided in the prerecorded message) to register his or her do-not-call request. The provisions do not cover calls from political organizations or charities.<sup id="cite_ref-37" class="reference"><a href="#cite_note-37"><span class="cite-bracket">[</span>37<span class="cite-bracket">]</span></a></sup> </p><p>Canada has its own <a href="/wiki/Canadian_Do_Not_Call_List" class="mw-redirect" title="Canadian Do Not Call List">National Do Not Call List</a> (DNCL). In other countries, it is voluntary, such as the <a href="/wiki/New_Zealand_Name_Removal_Service" class="mw-redirect" title="New Zealand Name Removal Service">New Zealand Name Removal Service</a>. </p> <div class="mw-heading mw-heading4"><h4 id="Voicemail_marketing">Voicemail marketing</h4><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Direct_marketing&action=edit&section=10" title="Edit section: Voicemail marketing"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>Voicemail marketing emerged from the market prevalence of personal voice mailboxes, and business voicemail systems. One particular form is known as <a href="/wiki/Ringless_voicemail" title="Ringless voicemail">Ringless voicemail</a>.<sup id="cite_ref-RingLess.NYT17_38-0" class="reference"><a href="#cite_note-RingLess.NYT17-38"><span class="cite-bracket">[</span>38<span class="cite-bracket">]</span></a></sup> Voice-mail courier is a similar form of voice-mail marketing with both business-to-business and business-to-consumer applications. </p> <div class="mw-heading mw-heading3"><h3 id="Broadcast_faxing">Broadcast faxing</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Direct_marketing&action=edit&section=11" title="Edit section: Broadcast faxing"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p><a href="/wiki/Junk_fax" title="Junk fax">Broadcast faxing</a>, in which faxes are sent to multiple recipients, is now less common than in the past.<sup id="cite_ref-39" class="reference"><a href="#cite_note-39"><span class="cite-bracket">[</span>39<span class="cite-bracket">]</span></a></sup> This is partly due to laws in the United States and elsewhere which regulate its use for consumer marketing. In 2005, President Bush signed into law S.714, the <a href="/wiki/Junk_Fax_Prevention_Act_of_2005" title="Junk Fax Prevention Act of 2005">Junk Fax Prevention Act of 2005</a> (JFPA), which allows marketers to send commercial faxes to those with whom they have an established business relationship (EBR), but imposes some new requirements. These requirements include providing an opt-out notice on the first page of faxes and establishing a system to accept opt-outs at any time of the day. Roughly 2% of direct marketers use faxes for advertising purposes, mostly for business-to-business marketing campaigns.<sup id="cite_ref-40" class="reference"><a href="#cite_note-40"><span class="cite-bracket">[</span>40<span class="cite-bracket">]</span></a></sup> </p> <div class="mw-heading mw-heading3"><h3 id="Couponing">Couponing</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Direct_marketing&action=edit&section=12" title="Edit section: Couponing"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>Couponing is used in print and digital media to elicit a response from the reader. An example is a coupon which the reader receives through the mail and takes to a store's check-out counter to receive a discount. </p><p><i>Digital Coupons:</i> Manufacturers and retailers make coupons available online for electronic orders that can be downloaded and printed. Digital coupons are available on company websites, social media outlets, texts, and email alerts. There are an increasing number of mobile phone applications offering digital coupons for direct use. </p><p>Daily Deal Sites offer local and online deals each day, and are becoming increasingly popular. Customers sign up to receive notice of discounts and offers, which are sent daily by email. Purchases are often made using a special coupon code or promotional code. The largest of these sites, Groupon, has over 83 million subscribers.<sup id="cite_ref-41" class="reference"><a href="#cite_note-41"><span class="cite-bracket">[</span>41<span class="cite-bracket">]</span></a></sup> </p> <div class="mw-heading mw-heading3"><h3 id="Direct_response_marketing">Direct response marketing</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Direct_marketing&action=edit&section=13" title="Edit section: Direct response marketing"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>Direct Response Marketing is designed to generate an immediate response from consumers, where each consumer response (and purchase) can be measured, and attributed to individual advertisements.<sup id="cite_ref-42" class="reference"><a href="#cite_note-42"><span class="cite-bracket">[</span>42<span class="cite-bracket">]</span></a></sup> This form of marketing is differentiated from other marketing approaches, primarily because there are no intermediaries such as retailers between the buyer and seller, and therefore the buyer must contact the seller directly to purchase products or services. Direct-response marketing is delivered through a wide variety of <a href="/wiki/Mass_media" title="Mass media">media</a>, including <a href="/wiki/DRTV" class="mw-redirect" title="DRTV">DRTV</a>, radio, mail, print advertising, <a href="/wiki/Telemarketing" title="Telemarketing">telemarketing</a>, <a href="/wiki/Trade_literature" title="Trade literature">catalogues</a>, and the <a href="/wiki/Internet" title="Internet">Internet</a>. </p> <div class="mw-heading mw-heading4"><h4 id="Direct_response_mail_order">Direct response mail order</h4><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Direct_marketing&action=edit&section=14" title="Edit section: Direct response mail order"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p><a href="/wiki/Mail_order" title="Mail order">Mail order</a> in which customers respond by mailing a completed order form to the marketer. Mail order direct response has become more successful in recent years due to internet exposure.<sup id="cite_ref-43" class="reference"><a href="#cite_note-43"><span class="cite-bracket">[</span>43<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-44" class="reference"><a href="#cite_note-44"><span class="cite-bracket">[</span>44<span class="cite-bracket">]</span></a></sup> </p> <div class="mw-heading mw-heading4"><h4 id="Direct_response_television">Direct response television</h4><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Direct_marketing&action=edit&section=15" title="Edit section: Direct response television"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1236090951"><div role="note" class="hatnote navigation-not-searchable">Main article: <a href="/wiki/Direct_response_television" title="Direct response television">Direct response television</a></div> <p>Direct marketing via television (commonly referred to as DRTV) has two basic forms: long form (usually half-hour or hour-long segments that explain a product in detail and are commonly referred to as infomercials) and short form, which refers to typical 30-second or 60-second commercials that ask viewers for an immediate response (typically to call a phone number on screen or go to a website). TV-response marketing—i.e. <a href="/wiki/Infomercials" class="mw-redirect" title="Infomercials">infomercials</a>—can be considered a form of direct marketing, since responses are in the form of calls to telephone numbers given on-air. This allows marketers to reasonably conclude that the calls are due to a particular campaign, and enables them to obtain customers' phone numbers as targets for telemarketing. One of the most famous DRTV commercials was for <a href="/wiki/Ginsu" title="Ginsu">Ginsu Knives by Ginsu Products, Inc.</a> of Rhode Island.<sup id="cite_ref-45" class="reference"><a href="#cite_note-45"><span class="cite-bracket">[</span>45<span class="cite-bracket">]</span></a></sup> Several aspects of ad, such as its use of adding items to the offer and the guarantee of satisfaction were much copied, and came to be considered part of the formula for success with short-form direct-response TV ads (DRTV). </p><p>Forms of direct response marketing on television include standard short form <a href="/wiki/Television_commercial" class="mw-redirect" title="Television commercial">television commercials</a>, infomercials and <a href="/wiki/Home_shopping" title="Home shopping">home shopping</a> networks. Short-form direct-response commercials have time lengths ranging from 30 seconds to 2 minutes. Long form infomercials are typically 30 minutes long. An offshoot of the infomercial is the home shopping industry. In this medium, items can potentially be offered with reduced <a href="/wiki/Overhead_(business)" title="Overhead (business)">overhead</a>.<sup id="cite_ref-46" class="reference"><a href="#cite_note-46"><span class="cite-bracket">[</span>46<span class="cite-bracket">]</span></a></sup> </p> <div class="mw-heading mw-heading4"><h4 id="Direct_response_radio">Direct response radio</h4><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Direct_marketing&action=edit&section=16" title="Edit section: Direct response radio"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>In direct response radio, ads contain a call to action with a specific tracking mechanism. Often, this tracking mechanism is a "call now" prompt with a toll-free phone number or a unique Web URL. Results of the ad can be tracked in terms of calls, orders, customers, leads, sales, revenue, and profits that result from the airing of those ads. </p> <div class="mw-heading mw-heading4"><h4 id="Direct_response_magazines_and_newspapers">Direct response magazines and newspapers</h4><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Direct_marketing&action=edit&section=17" title="Edit section: Direct response magazines and newspapers"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>Magazine and newspaper ads often include a direct response call-to-action, such as a toll-free number, a coupon redeemable at a brick-and-mortar store, or a QR code that can be scanned by a mobile device—these methods are all forms of direct marketing, because they elicit a direct and measurable action from the customer. </p><p>By 1982, "the rising cost of an industrial sales call" (compared to 1971) led to business press outlets becoming a "primary reference for buying."<sup id="cite_ref-47" class="reference"><a href="#cite_note-47"><span class="cite-bracket">[</span>47<span class="cite-bracket">]</span></a></sup> </p> <div class="mw-heading mw-heading4"><h4 id="Other_direct_response_media">Other direct response media</h4><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Direct_marketing&action=edit&section=18" title="Edit section: Other direct response media"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>Other media, such as magazines, newspapers, radio, <a href="/wiki/Social_media" title="Social media">social media</a>, <a href="/wiki/Search_engine_marketing" title="Search engine marketing">search engine marketing</a> and <a href="/wiki/E-mail" class="mw-redirect" title="E-mail">e-mail</a> can be used to elicit the response. A survey of large corporations found e-mail to be one of the most effective forms of direct response.<sup id="cite_ref-48" class="reference"><a href="#cite_note-48"><span class="cite-bracket">[</span>48<span class="cite-bracket">]</span></a></sup> </p> <div class="mw-heading mw-heading3"><h3 id="Direct_mail">Direct mail</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Direct_marketing&action=edit&section=19" title="Edit section: Direct mail"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1236090951"><div role="note" class="hatnote navigation-not-searchable">Main article: <a href="/wiki/Advertising_mail" title="Advertising mail">Advertising mail</a></div> <link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1236090951"><div role="note" class="hatnote navigation-not-searchable">See also: <a href="/wiki/Mail_order" title="Mail order">Mail order</a></div> <link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1236090951"><div role="note" class="hatnote navigation-not-searchable">See also: <a href="/wiki/Direct_mail_fundraising" title="Direct mail fundraising">Direct mail fundraising</a></div> <p>The term <i><a href="/wiki/Advertising_mail" title="Advertising mail">advertising</a></i>, or <i>direct mail</i>, is used to refer to communications sent to potential customers or donors via the postal service and other delivery services. Direct mail is sent to customers based on criteria such as age, income, location, profession, buying pattern, etc. Direct mail includes advertising circulars, catalogs, free-trial CDs, pre-approved credit card applications, and other unsolicited <a href="/wiki/Merchandising" title="Merchandising">merchandising</a> invitations delivered by mail to homes and businesses. Bulk mailings are a particularly popular method of promotion for businesses operating in the financial services, home computer, and travel and tourism industries. </p><p>In many developed countries, direct mail represents such a significant amount of the total volume of mail that special rate classes have been established. In the United States and United Kingdom, for example, there are <a href="/wiki/Bulk_mail" title="Bulk mail">bulk mail</a> rates that enable marketers to send mail at rates that are substantially lower than regular first-class rates. In order to qualify for these rates, marketers must format and sort the mail in particular ways—which reduces the handling (and therefore costs) required by the postal service. In the US, marketers send over 90 billion pieces of direct mail per year.<sup id="cite_ref-49" class="reference"><a href="#cite_note-49"><span class="cite-bracket">[</span>49<span class="cite-bracket">]</span></a></sup> </p><p>Advertisers often refine direct mail practices into targeted mailing, in which mail is sent out following <a href="/wiki/Database" title="Database">database</a> analysis to select recipients considered most likely to respond positively. For example, a person who has demonstrated an interest in <a href="/wiki/Golf" title="Golf">golf</a> may receive direct mail for golf-related products or perhaps for goods and services that are appropriate for golfers. This use of database analysis is a type of database marketing. The <a href="/wiki/United_States_Postal_Service" title="United States Postal Service">United States Postal Service</a> calls this form of mail "advertising mail" (admail for short). </p><p>In 1983, 15.1% of US postal revenue came from direct mail.<sup id="cite_ref-50" class="reference"><a href="#cite_note-50"><span class="cite-bracket">[</span>50<span class="cite-bracket">]</span></a></sup> </p> <div class="mw-heading mw-heading3"><h3 id="Insert_media">Insert media</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Direct_marketing&action=edit&section=20" title="Edit section: Insert media"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>Insert media is another form of direct marketing, where marketing materials are inserted into other communications, such as a catalog, newspaper, magazine, package, or bill. Coop or shared mail, where marketing offers from several companies are delivered via a single envelope, is also considered insert media. </p> <div class="mw-heading mw-heading3"><h3 id="Out-of-home">Out-of-home</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Direct_marketing&action=edit&section=21" title="Edit section: Out-of-home"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>Out-of-home direct marketing refers to a wide array of media designed to reach the consumer outside the home, including billboards, transit, bus shelters, bus benches, aerials, airports, in-flight, in-store, movies, college campus/high schools, hotels, shopping malls, sport facilities, stadiums, taxis—that contain a call-to-action for the customer to respond. </p> <div class="mw-heading mw-heading3"><h3 id="Direct_selling">Direct selling</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Direct_marketing&action=edit&section=22" title="Edit section: Direct selling"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1236090951"><div role="note" class="hatnote navigation-not-searchable">Main article: <a href="/wiki/Direct_selling" title="Direct selling">Direct selling</a></div> <link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1236090951"><div role="note" class="hatnote navigation-not-searchable">See also: <a href="/wiki/Personal_selling" title="Personal selling">Personal selling</a></div> <p>Direct selling is the sale of products by face-to-face contact with the customer, either by having salespeople approach potential customers in person, or through indirect means such as <a href="/wiki/Tupperware" title="Tupperware">Tupperware</a> parties. </p> <div class="mw-heading mw-heading3"><h3 id="Grassroots/community_marketing"><span id="Grassroots.2Fcommunity_marketing"></span>Grassroots/community marketing</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Direct_marketing&action=edit&section=23" title="Edit section: Grassroots/community marketing"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>Grassroots marketing involves advertising in the local community. The goal is to involve the community in discussions about the business through local events, meetings, and projects.<sup id="cite_ref-51" class="reference"><a href="#cite_note-51"><span class="cite-bracket">[</span>51<span class="cite-bracket">]</span></a></sup> </p> <div class="mw-heading mw-heading2"><h2 id="Ethical_conduct">Ethical conduct</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Direct_marketing&action=edit&section=24" title="Edit section: Ethical conduct"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>The ICC Consolidated Code of Advertising and Marketing relates to all direct marketing activities in their entirety, whatever their form, medium or content. It sets the standards of ethical conduct to be followed by marketers, practitioners or other contractors providing services for direct marketing purposes or in the media.<sup id="cite_ref-52" class="reference"><a href="#cite_note-52"><span class="cite-bracket">[</span>52<span class="cite-bracket">]</span></a></sup> </p> <div class="mw-heading mw-heading3"><h3 id="The_offer">The offer</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Direct_marketing&action=edit&section=25" title="Edit section: The offer"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>The fulfillment of any obligation arising from a direct marketing activity should be prompt and efficient. </p><p>Whenever an offer is made, all the commitments to be fulfilled by the marketer, the operator and the consumer should be made clear to consumers, either directly or by reference to sales conditions available to them at the time of the offer. </p> <div class="mw-heading mw-heading3"><h3 id="Presentation">Presentation</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Direct_marketing&action=edit&section=26" title="Edit section: Presentation"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>When the presentation of an offer also features products not included in the offer, or where additional products need to be purchased to enable the consumer to use the product on offer, this should be made clear in the original offer. </p><p>High-pressure tactics which might be construed as harassment should be avoided, and, marketers should ensure that they respect local culture and tradition to avoid offensive questions. </p> <div class="mw-heading mw-heading3"><h3 id="Right_of_withdrawal">Right of withdrawal</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Direct_marketing&action=edit&section=27" title="Edit section: Right of withdrawal"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>Where consumers have a right of withdrawal (the consumer's right to resend any goods to the seller, or to cancel the order for services, within a certain time limit and thus annulling the sale), the marketer should inform them of the existence of this right, how to obtain further information about it, and how to exercise it. Where there is an offer to supply products to the consumer on the basis of "free examination", "free trial", "free approval" and the like, it should be made clear in the offer who will bear the cost of returning products and the procedure for returning them should be as simple as possible. Any time limit for the return should be clearly disclosed. </p> <div class="mw-heading mw-heading3"><h3 id="Identity_of_the_marketer">Identity of the marketer</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Direct_marketing&action=edit&section=28" title="Edit section: Identity of the marketer"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>The identity of the marketer and/or operator and details of where and how they may be contacted should be given in the offer, so as to enable the consumer to communicate directly and effectively with them. This information should be available as a permanent reference which the consumer can keep, i.e. via a separate document offline, an online document, email or SMS; it should not, for example, appear only on an order form which the consumer is required to return. At the time of delivery of the product, the marketer's full name, address and telephone number should be supplied to the consumer. </p> <div class="mw-heading mw-heading3"><h3 id="Respecting_consumer_wishes">Respecting consumer wishes</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Direct_marketing&action=edit&section=29" title="Edit section: Respecting consumer wishes"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>Where consumers have indicated the wish not to receive direct marketing communications by signing on to a preference service, or in any other way, this should be respected. Marketers who are communicating with consumers internationally should, where possible, ensure that they avail themselves of the appropriate preference service in the markets to which they are addressing their communications and respect consumers' wishes not to receive such communications (see also General Provisions, article 19, data protection and privacy).<sup id="cite_ref-53" class="reference"><a href="#cite_note-53"><span class="cite-bracket">[</span>53<span class="cite-bracket">]</span></a></sup> Where a system exists, enabling consumers to indicate a wish not to receive unaddressed mail (e.g. mailbox stickers), this should be respected. </p> <div class="mw-heading mw-heading3"><h3 id="Responsibility">Responsibility</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Direct_marketing&action=edit&section=30" title="Edit section: Responsibility"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>Overall responsibility for all aspects of direct marketing activities, whatever their kind or content, rests with the marketer. However, responsibility also applies to other participants in direct marketing activities and that needs to be taken into account. As well as marketers, these may include: operators, telemarketers or data controllers, or their subcontractors, who contribute to the activity or communication; publishers, media-owners or contractors who publish, transmit or distribute the offer or any other communication.<sup id="cite_ref-54" class="reference"><a href="#cite_note-54"><span class="cite-bracket">[</span>54<span class="cite-bracket">]</span></a></sup> </p> <div class="mw-heading mw-heading2"><h2 id="See_also">See also</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Direct_marketing&action=edit&section=31" title="Edit section: See also"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <ul><li><a href="/wiki/Artificial_intelligence_marketing" title="Artificial intelligence marketing">Artificial intelligence marketing</a></li> <li><a href="/wiki/As_seen_on_TV" title="As seen on TV">As seen on TV</a></li> <li><a href="/wiki/Customer_relationship_management" title="Customer relationship management">Customer relationship management</a></li> <li><a href="/wiki/Direct_marketing_association" class="mw-redirect" title="Direct marketing association">Direct marketing associations</a></li> <li><a href="/wiki/Field_marketing" title="Field marketing">Field marketing</a></li> <li><a href="/wiki/Influencer_marketing" title="Influencer marketing">Influencer marketing</a></li> <li><a href="/wiki/Flyer_(pamphlet)" title="Flyer (pamphlet)">Leaflet distribution</a></li> <li><a href="/wiki/Personalized_marketing" title="Personalized marketing">Personalized marketing</a></li> <li><a href="/wiki/Street_marketing" title="Street marketing">Street marketing</a></li> <li><a href="/wiki/TalkBack_Reader_Response_System" title="TalkBack Reader Response System">TalkBack Reader Response System</a></li> <li><a href="/wiki/Transpromotional" title="Transpromotional">Transpromotional</a></li></ul> <div class="mw-heading mw-heading2"><h2 id="References">References</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Direct_marketing&action=edit&section=32" title="Edit section: References"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <style data-mw-deduplicate="TemplateStyles:r1239543626">.mw-parser-output .reflist{margin-bottom:0.5em;list-style-type:decimal}@media screen{.mw-parser-output .reflist{font-size:90%}}.mw-parser-output .reflist .references{font-size:100%;margin-bottom:0;list-style-type:inherit}.mw-parser-output .reflist-columns-2{column-width:30em}.mw-parser-output .reflist-columns-3{column-width:25em}.mw-parser-output .reflist-columns{margin-top:0.3em}.mw-parser-output .reflist-columns ol{margin-top:0}.mw-parser-output .reflist-columns li{page-break-inside:avoid;break-inside:avoid-column}.mw-parser-output .reflist-upper-alpha{list-style-type:upper-alpha}.mw-parser-output .reflist-upper-roman{list-style-type:upper-roman}.mw-parser-output .reflist-lower-alpha{list-style-type:lower-alpha}.mw-parser-output .reflist-lower-greek{list-style-type:lower-greek}.mw-parser-output .reflist-lower-roman{list-style-type:lower-roman}</style><div class="reflist"> <div class="mw-references-wrap mw-references-columns"><ol class="references"> <li id="cite_note-Les1.NYT-1"><span class="mw-cite-backlink">^ <a href="#cite_ref-Les1.NYT_1-0"><sup><i><b>a</b></i></sup></a> <a href="#cite_ref-Les1.NYT_1-1"><sup><i><b>b</b></i></sup></a> <a href="#cite_ref-Les1.NYT_1-2"><sup><i><b>c</b></i></sup></a></span> <span class="reference-text"><style data-mw-deduplicate="TemplateStyles:r1238218222">.mw-parser-output cite.citation{font-style:inherit;word-wrap:break-word}.mw-parser-output .citation q{quotes:"\"""\"""'""'"}.mw-parser-output .citation:target{background-color:rgba(0,127,255,0.133)}.mw-parser-output .id-lock-free.id-lock-free a{background:url("//upload.wikimedia.org/wikipedia/commons/6/65/Lock-green.svg")right 0.1em center/9px no-repeat}.mw-parser-output .id-lock-limited.id-lock-limited a,.mw-parser-output .id-lock-registration.id-lock-registration a{background:url("//upload.wikimedia.org/wikipedia/commons/d/d6/Lock-gray-alt-2.svg")right 0.1em center/9px no-repeat}.mw-parser-output .id-lock-subscription.id-lock-subscription a{background:url("//upload.wikimedia.org/wikipedia/commons/a/aa/Lock-red-alt-2.svg")right 0.1em center/9px no-repeat}.mw-parser-output .cs1-ws-icon a{background:url("//upload.wikimedia.org/wikipedia/commons/4/4c/Wikisource-logo.svg")right 0.1em center/12px no-repeat}body:not(.skin-timeless):not(.skin-minerva) .mw-parser-output .id-lock-free a,body:not(.skin-timeless):not(.skin-minerva) .mw-parser-output .id-lock-limited a,body:not(.skin-timeless):not(.skin-minerva) .mw-parser-output .id-lock-registration a,body:not(.skin-timeless):not(.skin-minerva) .mw-parser-output .id-lock-subscription a,body:not(.skin-timeless):not(.skin-minerva) .mw-parser-output .cs1-ws-icon a{background-size:contain;padding:0 1em 0 0}.mw-parser-output .cs1-code{color:inherit;background:inherit;border:none;padding:inherit}.mw-parser-output .cs1-hidden-error{display:none;color:var(--color-error,#d33)}.mw-parser-output .cs1-visible-error{color:var(--color-error,#d33)}.mw-parser-output .cs1-maint{display:none;color:#085;margin-left:0.3em}.mw-parser-output .cs1-kern-left{padding-left:0.2em}.mw-parser-output .cs1-kern-right{padding-right:0.2em}.mw-parser-output .citation .mw-selflink{font-weight:inherit}@media screen{.mw-parser-output .cs1-format{font-size:95%}html.skin-theme-clientpref-night .mw-parser-output .cs1-maint{color:#18911f}}@media screen and (prefers-color-scheme:dark){html.skin-theme-clientpref-os .mw-parser-output .cs1-maint{color:#18911f}}</style><cite id="CITEREFRobert_D._McFadden2019" class="citation news cs1">Robert D. McFadden (14 January 2019). <a rel="nofollow" class="external text" href="https://www.nytimes.com/2019/01/14/business/lester-wunderman-dead.html">"Lester Wunderman, Father of Direct Marketing, Dies at 98"</a>. <i><a href="/wiki/The_New_York_Times" title="The New York Times">The New York Times</a></i>.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Ajournal&rft.genre=article&rft.jtitle=The+New+York+Times&rft.atitle=Lester+Wunderman%2C+Father+of+Direct+Marketing%2C+Dies+at+98&rft.date=2019-01-14&rft.au=Robert+D.+McFadden&rft_id=https%3A%2F%2Fwww.nytimes.com%2F2019%2F01%2F14%2Fbusiness%2Flester-wunderman-dead.html&rfr_id=info%3Asid%2Fen.wikipedia.org%3ADirect+marketing" class="Z3988"></span></span> </li> <li id="cite_note-2"><span class="mw-cite-backlink"><b><a href="#cite_ref-2">^</a></b></span> <span class="reference-text">"personalized ads .. preselected people .. products and services that they might actually want(vs.) scattershot .. printed publications and broadcast media.</span> </li> <li id="cite_note-3"><span class="mw-cite-backlink"><b><a href="#cite_ref-3">^</a></b></span> <span class="reference-text">unwanted phone calls, unwanted email, for some people unwanted cluttering of the mailbox, especially if they're paying for a rented limited size private mailbox</span> </li> <li id="cite_note-4"><span class="mw-cite-backlink"><b><a href="#cite_ref-4">^</a></b></span> <span class="reference-text">USA the opt-out does not include everything. Survey phone calls and political phone calls are legal, within certain hours of the day – including "dinner" hour(s). SOURCE: US FTC – 877-701-9595</span> </li> <li id="cite_note-:0-5"><span class="mw-cite-backlink">^ <a href="#cite_ref-:0_5-0"><sup><i><b>a</b></i></sup></a> <a href="#cite_ref-:0_5-1"><sup><i><b>b</b></i></sup></a> <a href="#cite_ref-:0_5-2"><sup><i><b>c</b></i></sup></a> <a href="#cite_ref-:0_5-3"><sup><i><b>d</b></i></sup></a> <a href="#cite_ref-:0_5-4"><sup><i><b>e</b></i></sup></a> <a href="#cite_ref-:0_5-5"><sup><i><b>f</b></i></sup></a></span> <span class="reference-text"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222"><cite id="CITEREFRobertsBerger1999" class="citation book cs1">Roberts, Mary Lou; Berger, Paul D. (1999). <i>Direct marketing management</i> (2nd ed.). Upper Saddle River, N.J.: Prentice Hall. <a href="/wiki/ISBN_(identifier)" class="mw-redirect" title="ISBN (identifier)">ISBN</a> <a href="/wiki/Special:BookSources/978-0-13-080434-1" title="Special:BookSources/978-0-13-080434-1"><bdi>978-0-13-080434-1</bdi></a>.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Abook&rft.genre=book&rft.btitle=Direct+marketing+management&rft.place=Upper+Saddle+River%2C+N.J.&rft.edition=2nd&rft.pub=Prentice+Hall&rft.date=1999&rft.isbn=978-0-13-080434-1&rft.aulast=Roberts&rft.aufirst=Mary+Lou&rft.au=Berger%2C+Paul+D.&rfr_id=info%3Asid%2Fen.wikipedia.org%3ADirect+marketing" class="Z3988"></span></span> </li> <li id="cite_note-6"><span class="mw-cite-backlink"><b><a href="#cite_ref-6">^</a></b></span> <span class="reference-text"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222"><cite id="CITEREFFormichella2021" class="citation web cs1">Formichella, Janice (11 June 2021). <a rel="nofollow" class="external text" href="https://recollections.biz/blog/the-early-history-of-mail-order-catalogs/">"The early history of mail-order catalogs"</a>. <i>Recollections Blog</i><span class="reference-accessdate">. Retrieved <span class="nowrap">16 June</span> 2024</span>.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Ajournal&rft.genre=unknown&rft.jtitle=Recollections+Blog&rft.atitle=The+early+history+of+mail-order+catalogs&rft.date=2021-06-11&rft.aulast=Formichella&rft.aufirst=Janice&rft_id=https%3A%2F%2Frecollections.biz%2Fblog%2Fthe-early-history-of-mail-order-catalogs%2F&rfr_id=info%3Asid%2Fen.wikipedia.org%3ADirect+marketing" class="Z3988"></span></span> </li> <li id="cite_note-7"><span class="mw-cite-backlink"><b><a href="#cite_ref-7">^</a></b></span> <span class="reference-text"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222"><cite class="citation web cs1"><a rel="nofollow" class="external text" href="https://web.archive.org/web/20131111025550/http://www.imagineinc-usa.com/articles/historyofmailorde.html">"A Brief History of Mail Order Catalogs"</a>. 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BBC. 13 January 2017.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Ajournal&rft.genre=article&rft.atitle=Why+the+Industrial+Revolution+Happened+Here&rft.date=2017-01-13&rft_id=https%3A%2F%2Fwww.bbc.co.uk%2Fprogrammes%2Fb01pz9d6&rfr_id=info%3Asid%2Fen.wikipedia.org%3ADirect+marketing" class="Z3988"></span></span> </li> <li id="cite_note-11"><span class="mw-cite-backlink"><b><a href="#cite_ref-11">^</a></b></span> <span class="reference-text"><a rel="nofollow" class="external text" href="https://www.bbc.co.uk/wales/mid/halloffame/innovators/pryce_jones.shtml">Pryce Pryce-Jones, Newtown businessman who introduced mail order shopping to the world</a> <a rel="nofollow" class="external text" href="https://web.archive.org/web/20080213182116/http://www.bbc.co.uk/wales/mid/halloffame/innovators/pryce_jones.shtml">Archived</a> 2008-02-13 at the <a href="/wiki/Wayback_Machine" title="Wayback Machine">Wayback Machine</a> BBC.co.uk</span> </li> <li id="cite_note-12"><span class="mw-cite-backlink"><b><a href="#cite_ref-12">^</a></b></span> <span class="reference-text"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222"><cite class="citation web cs1"><a rel="nofollow" class="external text" href="http://www.newtown.org.uk/pages/a-brief-history-of-newtown-2">"A Brief History of Newtown"</a>. Newtown Town Council. <a rel="nofollow" class="external text" href="https://web.archive.org/web/20160305033431/http://www.newtown.org.uk/pages/a-brief-history-of-newtown-2">Archived</a> from the original on 5 March 2016.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Abook&rft.genre=unknown&rft.btitle=A+Brief+History+of+Newtown&rft.pub=Newtown+Town+Council&rft_id=http%3A%2F%2Fwww.newtown.org.uk%2Fpages%2Fa-brief-history-of-newtown-2&rfr_id=info%3Asid%2Fen.wikipedia.org%3ADirect+marketing" class="Z3988"></span></span> </li> <li id="cite_note-13"><span class="mw-cite-backlink"><b><a href="#cite_ref-13">^</a></b></span> <span class="reference-text"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222"><cite class="citation web cs1"><a rel="nofollow" class="external text" href="https://web.archive.org/web/20131111025353/http://www.dmwales.com/content/sir-pryce-pryce-jones">"Sir Pryce Pryce-Jones"</a>. 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Adweek<span class="reference-accessdate">. Retrieved <span class="nowrap">3 October</span> 2012</span>.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Abook&rft.genre=unknown&rft.btitle=Study%3A+E-Mail+is+The+Most+Effective+Form+of+Direct+Response&rft.pub=Adweek&rft.date=2008-07-02&rft.aulast=Miller&rft.aufirst=Steve&rft_id=http%3A%2F%2Fwww.adweek.com%2Fnews%2Fadvertising-branding%2Fstudy-e-mail-most-effective-form-direct-response-104252&rfr_id=info%3Asid%2Fen.wikipedia.org%3ADirect+marketing" class="Z3988"></span></span> </li> <li id="cite_note-49"><span class="mw-cite-backlink"><b><a href="#cite_ref-49">^</a></b></span> <span class="reference-text"><i>DMA 2011 Statistical Fact Book</i>, Chapter 2, page 46</span> </li> <li id="cite_note-50"><span class="mw-cite-backlink"><b><a href="#cite_ref-50">^</a></b></span> <span class="reference-text">quoting U.S. Sen. Ted Stevens: <link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222"><cite class="citation news cs1"><i><a href="/wiki/Advertising_Age" class="mw-redirect" title="Advertising Age">Advertising Age</a></i>. 17 January 1983. p. M-32.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Ajournal&rft.genre=article&rft.jtitle=Advertising+Age&rft.pages=M-32&rft.date=1983-01-17&rfr_id=info%3Asid%2Fen.wikipedia.org%3ADirect+marketing" class="Z3988"></span> <span class="cs1-visible-error citation-comment"><code class="cs1-code">{{<a href="/wiki/Template:Cite_news" title="Template:Cite news">cite news</a>}}</code>: </span><span class="cs1-visible-error citation-comment">Missing or empty <code class="cs1-code">|title=</code> (<a href="/wiki/Help:CS1_errors#citation_missing_title" title="Help:CS1 errors">help</a>)</span></span> </li> <li id="cite_note-51"><span class="mw-cite-backlink"><b><a href="#cite_ref-51">^</a></b></span> <span class="reference-text"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222"><cite id="CITEREFSipe2017" class="citation web cs1">Sipe, Marion (26 September 2017). <a rel="nofollow" class="external text" href="https://bizfluent.com/info-7942836-grassroots-marketing-strategy.html">"What Is a Grassroots Marketing Strategy?"</a>. Bizfluent<span class="reference-accessdate">. Retrieved <span class="nowrap">29 July</span> 2018</span>.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Abook&rft.genre=unknown&rft.btitle=What+Is+a+Grassroots+Marketing+Strategy%3F&rft.pub=Bizfluent&rft.date=2017-09-26&rft.aulast=Sipe&rft.aufirst=Marion&rft_id=https%3A%2F%2Fbizfluent.com%2Finfo-7942836-grassroots-marketing-strategy.html&rfr_id=info%3Asid%2Fen.wikipedia.org%3ADirect+marketing" class="Z3988"></span></span> </li> <li id="cite_note-52"><span class="mw-cite-backlink"><b><a href="#cite_ref-52">^</a></b></span> <span class="reference-text"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222"><cite class="citation web cs1"><a rel="nofollow" class="external text" href="http://www.codescentre.com/icc-code/direct-marketing.aspx#gen16">"C16 – Use of telemarketing"</a>. <a href="/wiki/International_Chamber_of_Commerce" title="International Chamber of Commerce">International Chamber of Commerce</a><span class="reference-accessdate">. Retrieved <span class="nowrap">9 June</span> 2015</span>.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Abook&rft.genre=unknown&rft.btitle=C16+%E2%80%93+Use+of+telemarketing&rft.pub=International+Chamber+of+Commerce&rft_id=http%3A%2F%2Fwww.codescentre.com%2Ficc-code%2Fdirect-marketing.aspx%23gen16&rfr_id=info%3Asid%2Fen.wikipedia.org%3ADirect+marketing" class="Z3988"></span></span> </li> <li id="cite_note-53"><span class="mw-cite-backlink"><b><a href="#cite_ref-53">^</a></b></span> <span class="reference-text"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222"><cite class="citation web cs1"><a rel="nofollow" class="external text" href="http://www.codescentre.com/icc-code/direct-marketing/respecting-consumer-wishes.aspx">"Article C14 – Respecting consumer wishes"</a>. <a href="/wiki/International_Chamber_of_Commerce" title="International Chamber of Commerce">International Chamber of Commerce</a><span class="reference-accessdate">. Retrieved <span class="nowrap">9 June</span> 2015</span>.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Abook&rft.genre=unknown&rft.btitle=Article+C14+%E2%80%93+Respecting+consumer+wishes&rft.pub=International+Chamber+of+Commerce&rft_id=http%3A%2F%2Fwww.codescentre.com%2Ficc-code%2Fdirect-marketing%2Frespecting-consumer-wishes.aspx&rfr_id=info%3Asid%2Fen.wikipedia.org%3ADirect+marketing" class="Z3988"></span></span> </li> <li id="cite_note-54"><span class="mw-cite-backlink"><b><a href="#cite_ref-54">^</a></b></span> <span class="reference-text"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222"><cite id="CITEREFKotlerKeller2012" class="citation book cs1">Kotler, Philip; Keller, Kevin Lane (2012). <a rel="nofollow" class="external text" href="https://books.google.com/books?id=OYjntgAACAAJ&q=marketing+management"><i>Marketing Management</i></a>. 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