Let's dissect the definition. Indeed, direct marketers have discovered there is synergism among the media. A combination of media often is far more productive than any single medium, such as TV, radio, newspapers, magazines, and mailing. Everything in the field, with rare exceptions, is measurable. Direct marketers know what they spend, and they know what they get back.
Direct marketing is accountable.
It is advertising that can be justified and tracked. It is ideally suited for small business. Not only is direct marketing measurable, but it can be adapted to fit a budget and changing business goals. Like marketing, direct marketing involves analyzing the needs of a target audience and considering how best to design, package, and market a product or service that meets those needs. It means estimating the size of a market, thinking about the competitive environment, pinpointing customer preferences, establishing a customer profile, and devising a strategy to promote the product or service to that customer.