As the director of I-Behavior, one of the world’s leading direct marketing ad agency, Alan Quasha must keep his finger on the pulse of this powerful form of advertising. But what is direct marketing?
There are two parts to direct marketing. One aspect is when advertising reaches consumers directly, without any intervening media. This is usually achieved using mail through the post office, e-mail ads, or telemarketing done over the telephone.
The second aspect of direct marketing involves “direct response” advertising, which consists of causing a specific “call-to-action” such as when an advertisement asks the consumer to “call a free number” or to “visit a website,” which is a trackable, quantifiable response, with disregard to the medium.
Although Lester Wunderman first used the term “direct marketing” in 1967, the practice has been in use since the invention of the typewriter in 1867, exactly 100 years previously.
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