Growing Business Force
Customer-Buying Directly from Home
There is scarcely an adult American who doesn't have contacts with the world of direct marketing, especially as the Christmas-buying season begins. The home mailbox is likely to overflow with merchandise catalogs. The doorstep is littered with envelopes containing coupons for cut-rate purchases. The phone calls tend to be from glib people trying to sell something. Mr. or Ms. Consumer, the target of all this, has read dozens of advertisements and listened to uncounted commercials offering unbeatable bargains just for sending in an order form or calling a toll-free number.
“Direct marketing” is an umbrella term for advertising or sales pitches transmitted directly into people's homes or offices. The most pervasive form is direct mail, which includes catalogs and other ...