Direct marketing - The objective of direct marketing (DM) is to encourage purchase (or other immediate responses). - DM aims to seek out the ‘best prospects’ to achieve the objective - DM is an alternative process that does not merely pass on information - In DM, when frequency increases, awareness falls dramatically (unlike other forms of advertising). How direct marketing works - Marketing material is sent directly to the customer. - Mail (post and email) is synonymous with DM - Responses to DM are most likely to be purchase of the brand, but other forms of responses exist such as attending events or providing personal information