Can anyone give me a detailed description of what exactly "direct advertising" is?

Question

All I have been able to find are very vague answers. Thanks.

Answer 1

direct advertising
- A mass or quantity promotion, not in an advertising medium, but issued from the advertiser by mail or personal distribution to individual customers or prospects.
Also, it is the advertising literature appearing in folders, leaflets, throw-aways, letters, and delivered to prospective customers by mail, salespeople, dealers, or tucked into mailboxes

Go here: (for more robust detail)

http://www.marketingpower.com/content1026.php

http://en.wikipedia.org/wiki/Direct_marketing

Answer 2

Pieces of the other folks' answers are right, and pieces are very wrong.

Basically, there are two types of advertising: General and Direct. The short answer to your question is this: General advertising uses an emotional approach to create an image about a product while Direct advertising takes a rational approach using product features and benefits to make a sale.

The purpose of general advertising (also known as branding, traditional, and above-the-line) is to create an aura or an attitude around a brand. These attitudes are derived from extensive research into consumer's likes and dislikes and perceptions of the brand as well as their own image of themselves. Levis, Nikes, and Pepsi for instance are marketed to people 12 - 24 because the attributes of the brand best fit how the target market identifies itself. There is no mention in this type of advertising regarding product attributes, features, or the benefits of buying or using the product. It's all about creating an image with which the target market wants to identify, and thus, say something about themself. (Don't fool yourself into thinking you're above this. Even people who take pains NOT to wear labels on their clothes are making a statement about themselves).

The other kind of advertising is Direct (also known as direct response, direct marketing, below-the-line, and lately CRM for Customer Relationship Management). This type of advertising is intended to generate an immediate response from the target audience. That reponse is often, but not always, an immediate sale. In doing so, advertisers will try many things, but often fall back on tried and true (ancient) methods. Direct Response advertising runs in the same media as general advertising. At best it uses much of the same brand aura and attitude created by general advertising in order to appeal to the same audience, but again this doesn't always happen.

Some examples of direct response -
Television. Despite what the other fellow said, direct advertising does, indeed, run on television. These are any commercials intended to get you to make a purchase immediately or call for more information (usually in the form of "free information.") This includes hour-long infomercials as well as one and two minute commercials that end with the address and or phone number "have your credit card ready and call now." The commercials that offer "free information" or some other offer are designed to capture your name and address for the advertiser to either contact you and try and sell you later, or to put you into a database and begin sending you mail.

Direct Mail. This is the most efficient type of direct marketing since it's possible to buy very targeted lists - teenagers, people who just bought a home, people who just had a baby, etc. With direct mail, the target is prescreened by the list so the advertiser always knows exactly who he's talking to. Again, these soliciations are intended to generate a response on the part of the recipient - whether it's going into a car dealer to see a new model, to subscribe to a magazine, order music CDs, or what have you. Direct mail is also used by companies with whom you have an existing relationship to try and sell you additional products or services. But this function is more and more moving online.

Online. Online advertising, including email and banner advertising is almost always intended to generate a response, usually a click through to the advertiser's website or an landing page where the product's features and benefits are clearly laid out and you can either buy or request additional information.

Hope that helped.

Answer 3

Look in your mailbox! All those flyers and letters addressed to you or occupant at your address are examples of direct advertising. A company can purchase a list of names and address from survey companies and any other company that collects addresses - even the post office. They can then target certain groups of people to send their mailings to. This is how direct advertisers know who to send their stuff to. For example you subscribe to Horse and Rider magazine. Horse and Rider magazine may sell their list to another advertiser that wants to sell you some Horse related stuff. That advertiser then has a better chance of getting their mailing to people who like and use their product then if they just sent it to everybody.

Hope this helps.

Answer 4

its what it says. its advertising directly to individual consumers. when you get a free box of cereal in the mail your a recipient of direct advertising. when you receive spam email. its still direct. indirect is a tv commercial. anyone can turn on the tv and watch it. direct advertising is one person at a time.

Answer 5

You see a fabulous girl/guy at a party. You approach them and say, "I'm fantastic in bed."

That's Direct Marketing.

You're at a party with a bunch of friends and see a fabulous girl/guy. You have one of your friends' approach them, point at you and say, "She's/He's fantastic in bed."

That's Advertising.

You see a fabulous girl/guy at a party. You approach them to get their telephone number. The next day you call and say, "Hi, I'm fantastic in bed."

That's Telemarketing.

You're at a party and see a fabulous girl/guy. You get up, straighten your clothes, walk up and pour them a drink. You open the door, pick up their bag after it drops, offer them a ride, and then say, "By the way, I'm fantastic in bed."

That's Public Relations.

You're at a party and see a fabulous girl/guy. They walk up to you and say, "I hear you're fantastic in bed."

That's Brand Recognition.