Direct Marketing
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Direct Marketing

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Student of MBA

Hello Friends! I am going to share the information about direct marketing.

Definition:- Direct marketing is an interactive system of marketing, which uses one or more advertising media to effect a measurable response & transaction at any location, with this activity stored on database.

Evolution of Direct Marketing:

  • 1880s – Father of "Lead generation" was John Patterson founder of National Cash Register Co.
  • 1900 Richard Sears a young Railroad stationmaster purchased a shipment of Gold watches. He asked a logical question of himself. Who has to know the correct time at all times?” “Other Railroad station agents” was the reply. He got a list, mailed and sold out. Thus Direct Marketing was born.
  • 1910 – Sears introduced Sears credit card for his prime prospect Farmer.
  • 1940s – Annual subscription method was born which keeps selling costs down. Ex: Magazines, tapes and CDs.
  • 1950s – Diners Card, American Express. Bind-in cards were also introduced.
  • 1966 – Toll free phone service was introduced, spawning a new industry of telemarketing.
  • 1972 – Upscale catalogue was started in 1972 by Roger Horchow with his Horchow collection catalogue.
  • 1980s – New Direct response media came – Videocassettes, Cable TV, Fax, Home shopping, Internet.


  • Comparative shopping possible with on line services.
  • Price changes takes place as a function of demand and supply.
  • Cost per response/customer is less.
  • Power to close sale.
  • Aids marketing research and test marketing.
  • Functions

That was something about direct marketing. If you want to add something then please add because comment box is all yours…..

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