Direct advertising (English: direct advertising) marks an individual, usually written form of werblicher communication between offerers and (potential) Nachfragern. It is a subordinated component direct marketing within market communication marketing.

Means of publicity

Common the advertisement is furthest by personalisierter letter (Mailing). Besides for the feed of the advertising message also prints, folders, brochures, catalogs, leaflet, price lists, purchase orders, samples etc. are used. Addressees are individuals, households, business enterprises or institutions.

The advertisement-driving can select between the dispersion at certain target groups (definition for example after occupation, income, age etc.) or mass distributions on the basis of geographical criteria.

The organization of means of publicity usually follows in the structure the AIDA pattern.

Advantages

Certainly direct advertising can address exactly defined target groups individually and without large Streuverluste. A progress control is made for example by returns (orders, postcards, calls"…). A condition for successful direct advertising are as exact an information about the target group and appropriate addresses as possible, which can be bought over address broker (address publishing houses).

Costs

Direct advertising costs more than advertisement in mass media per contact (thousand-contact price, TKP), is however more favorably than for example calls of a call center or personal attendance. Because of their more intensive effect and the better possibilities of a purposeful selection of the goal persons who can be addressed the direct advertising is usually more economical than the anonymous general advertisement with their relatively high Streuverlusten.

See also

• Direct marketing
• Sales

Articles in category "Direct advertising"

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