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Compared to regular advertising, which may promote a vague brand or brand attribute and seek to increase market share (e.g. Coke v. Pepsi), direct marketing seeks to be a salesman in an envelope (or email, or phone call) and provide all the rational and emotional reason to buy, list all the features and benefits, try to answer all possible sales objections and close a sale. Direct marketing's aim is to SELL widgits. It is not concerned with a) winning graphic design awards, b) making a catchy jingle or phrase a household name, or c) building awareness or desire.
Direct marketing scientifically plots to sell and achieve a high response rate, whether it's a purchase, a submission (e.g. of an email address), an authorization, a sign-up (lead generation), a raised hand (a poll) or donation or vote.
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Advantages and disadvantages of direct debit?
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What do you see as the pros and cons of Toyota's approach to managing foreign direct investment?
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Advantages and disadvantages of foreign company?
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