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Selected marketing scholars have defined advertising in the following terms: "any non-personal communication that is paid for by an identified sponsor, and involves either mass communication viz newspapers, magazines, radio, television, and other media (e.g., billboards, bus stop signage) or direct to-consumer communication via direct mail".
This communication is most effective when the recipient has shown interest in or has previously purchased from the organization. Advantages of direct mail are personalization, careful targeting, creativity and flexibility. Email is low-cost, but can be lost through spam and junk email filters. Direct mail is dependent on accurate databases. [42]
Direct mail is a common form of direct marketing, and may be employed by for-profit businesses, charities and other non-profits, political campaigns, and other organizations. Direct mail encompasses a wide variety of marketing materials, including brochures, catalogs, postcards, newsletters and sales letters. [18]
Direct marketing is a form of communicating an offer, where organizations communicate directly to a pre-selected customer and supply a method for a direct response. [1] Among practitioners, it is also known as direct response marketing.
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