The question of Direct Marketing has gone through several evolutions. I remember when I was young, the national association was the Direct Mail Marketing Association. Direct mail went back into the 1800's, it was the proven, measurable and testable.
More than a few years ago, I was in a ad agency... I was the 'direct mail' guy. They asked me, "What is the difference between what we do and direct marketing?" So I wrote an article, Why Direct Marketing is Misunderstood. Excellent, check it out.
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