Bolinas,  Marin County, San Francisco North Bay, Ca. , California, USA

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Direct marketing - Advertising

is a sub-discipline of marketing focused on driving purchases that

can be attributed to a specific "call-to-action". Direct marketing is distinguished from other marketing efforts by its emphasis on trackable, measurable results (known as "response" in the industry) regardless of medium.

Direct marketers use a variety of media including catalogs, postcards, statement inserts, card packs, magazines and other mail. Direct marketers also use media such as door hangers, package inserts, magazines, newspapers, radio, television, email, internet banner ads, pay-per-click ads, billboards, transit ads, etc. If the ad in the medium asks the prospect to take a specific action--call an 800 number, visit a website, return a response card, place an order, complete a survey, etc.--then the effort is considered to be direct marketing.

Direct marketing is attractive to many marketers, because in many cases its effectiveness can be measured directly. For example, if a marketer sends out one million solicitations by mail, and ten thousand customers can be tracked as having responded to the promotion, the marketer can say with some confidence that the campaign led directly to the responses.

 

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Ad-Pak Advertising
2545 Center Rd, Novato, CA 415 492-1749

American List Counsel
770 Tamalpais Dr # 300, Corte Madera, CA 415 924-2847

Innovative Marketing
3030 Bridgeway, Sausalito, CA 415 331-7204

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

Money Mailer
PO Box 751, Larkspur, CA 415 459-0801

P R Marketing
256 Shoreline Hwy, Mill Valley, CA 94941 415 388-1132

RSVP North Bay Publications
134 Paul Dr # 104, San Rafael, CA 415 492-2209

United Marketing Solutions
2 East St, San Rafael, CA 415 462-3314
 
 
 
 
 
By contrast, measurement of other media must often be indirect, since there is no direct response from a consumer. Measurement of results, a fundamental element in successful direct marketing, is explored in greater detail elsewhere in this article.

While many marketers like this form of marketing, some direct marketing efforts using particular media have sometimes been criticized for generating unwanted solicitations. For example, direct mail that is irrelevant to the recipient is considered "junk mail", and unwanted email messages are considered "spam".

Direct marketing channels

Any medium that can be used to deliver a communication to a customer can be employed in direct marketing.
 
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