Direct Advertising - article by MOREinfo-About.com

Direct Advertising

One example of direct advertising, and pehaps the most important example, is that of direct mail. Direct mail is a time-honored form of direct advertising. It means just what it says...mail that is sent directly to a potential client or buyer. The direct mail form of direct advertising is based upon lists of consumers who are known to be good possibilities as buyers of the client's goods or services. Direct mail companies associated with direct advertising either sell their mailing lists to clients, or even handle the mailings themselves in this form of direct advertising.

Direct advertising can take very simple forms. For example, when the supermarket checkout person slips a notice of a special sale into your grocery bag, this is direct advertising. When a person calls you from a direct marketing company, this, too, is direct advertising, and often an annoying form of it. When you receive a number of circulars in your mail, this is direct advertising, even though it's directed to everyone receiving mail.

When a department store sends a notice to its regular customers announcing an advance sale, this is direct advertising, as it is directed specifically to known customers of the store. Almost all stores of any size use this form of direct advertising. The stores want to give their preferred customers (those who buy regularly at the store) an opportunity to purchase special sale items before the sale is open to the public, and so use direct advertising to target those customers.

Many local merchants and professional services people give their customers calendars at Christmas time. This is a form of direct advertising, as it keeps the merchant's name in front of the person daily for a year, provided of course the calendar is used. In many cases it is.

Of course using direct advertising in the form of giveaways to customers is not limited to holidays like Christmas or Thanksgiving. Many insurance or real estate agents who have clients or potential clients coming to their offices use a form of specialty advertising as direct advertising. This direct advertising might take the form of key rings or pens with the agent's name on them, hoping that the client will use the item and thus be reminded of the agent's name regularly.

The many forms of direct advertising remain in use for the simple reason that they have proved effective. No doubt they will continue to be used well into the future.

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