Within the broad category of marketing, direct marketing carves out its niche through its calls to action whereas other types of marketing which use various forms of media to reach consumers indirectly. This means that the response made by consumers to advertising can be positively correlated to efforts of the direct marketing campaign.

For example, let's say that a company producers fliers to be placed on cars. The fliers detail a particular offer with specific directions to call the company for more information. After canvassing a neighborhood by placing 1,000 fliers on parked cars they receive 75 calls as directed by the fliers. The 75 responses can be measured as having been caused by the fliers. Any other technique that produces this effect exemplifies direct marketing.

While direct marketing allows companies to measure the positive results of their advertising, it cannot measure the negative impact of the same advertisements. Often techniques like telemarketing or the repartition of fliers can produce ill effects to the point of alienating potential customers. In particular, telemarketing has developed a negative stigma in the United States.

The National 'Do Not Call List' stands as substantial evidence of the negative effect that direct marketing can have on potential customers. Other common techniques include mailing and emailing potential customers. Consumers will often simply ignore any advertisements received and throw them away, especially if they are not seeking out the products being advertised.

For electronic mail, many email providers offer spam filters that prevent unsolicited advertisements from being sent to the user's inbox. Counteractive measures to direct marketing seem to have been used ever since advertisers have employed the techniques.

In the United States the term to describe direct marketing efforts first came into use around 1961. The term was used by Lester Wunderman, the man who advanced direct marketing techniques with American Express and Columbia Records. However, using the postal service for direct marketing began around the same time the typewriter came into being in 1867.

Likewise, mail order catalogs (another direct marketing technique) had been in use since the late 19th century, the first modern one being produced by Aaron Montgomery Ward in 1872. Precursors to the modern mail order catalog popped up soon after Gutenberg produced his moveable type printing press in the 15th century.

However modern the terminology used to codify direct marketing might be, the practices which have been honed over time in its application have been around for nearly a century and a half.

MailingListsDirect provides accurate direct mail lists and mailing list URL's so you can get your advertising to the people who need your products most. Art Gib is a freelance writer.

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