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The Pharma Marketing Glossary
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Direct Marketing

Similar or Alternative Terms Meaning the Same Thing n/a
Related Term(s) Brand Marketing, Relationship Marketing

Definition

Direct marketing is broadly defined by the Direct Marketing Association as "any direct communication to a consumer or business recipient that is designed to generate a response in the form of an order (direct order), a request for further information (lead generation), and/or visit to a store or other place of business for purchase of a specific product or service (traffic generation)."

Direct marketing differs from traditional brand marketing in that the goal of the latter is to build awareness and affect attitude, whereas the goal of direct marketing is to achieve two-way dialogue with the prospect and affect behavior.

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