The Broadened Concept of Direct Marketing Advertising

Abstract

Direct Marketing terminology changes as new methods and technologies are introduced. In fact, several definitions of Direct Marketing (DM) have been proposed to date by the Direct Marketing Association and [@R2]. With the emergence of the Internet as an important DM tool, and the practice of DM-like activities throughout marketing, a new umbrella term of Direct Marketing Advertising (DMA) is proposed. Along with reviews of current terms, a taxonomy of DMA activities, and methods to classify these activities, is presented. The objective of this paper is to clear up the definitional confusion inherent in an evolving field.