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.
Direct advertising
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