Direct advertising

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Direct advertising consists of sending advertising messages to a target group via the mass media. Everything is done in such a way that the targets respond immediately to the messages via :
– response coupons,
– a telephone number or an e-mail address.

Direct advertising can take different forms. Among the most common are television commercials that refer either :
– to press advertisements with a reply coupon,
– to a free phone number.

Targets can therefore use either of these two elements to respond to the messages sent. Direct advertising is part of media spending, not direct marketing spending.