Direct Response Direct response or direct mail is a tool of advertising and it started in 1980�s. Due to low literacy rate in Pakistan this way of advertising is not very popular. In direct mail advertisements are sent directly to consumers and then the consumers reply to the company. � Tele marketing � Data marketing � Delivering brochures directly � Sending fliers to media people � Packages of coupons in letter-sized envelopes � Single-sheet newspaper inserts like fliers Are all a part of direct response advertising. The ultimate purpose of marketing, advertising and sales initiatives is to get the potential customer to do something. Direct response advertising is a marketing message that incorporates a "call to action." It can actually be a part of just about any marketing media from direct mail to billboards, radio, print advertisements and online ads. Usually this call takes the form of telephone number, Web site address or mailing address � often a combination of the three. The idea is to broadcast a marketing message and encourage potential customers to......

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