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Direct advertising logically may be divided into three broad classifications, namely, direct mail, mail order, and un-mailed advertising.
All forms of sales appeals (except mail-order appeals) that are sent through the mails are considered direct-mail advertising. The chief function of direct-mail advertising is to familiarise prospective buyers with a product's name, its maker, its merits, and its local distributors...
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A direct-mail appeal is designed to support the sales activities of retailers by encouraging the continued patronage of old and new customers.
When no personal selling is involved, other methods are needed to induce people to send in orders by mail. In addition to newspapers, magazines, radio, and television, special devices such as single-product folders or multi-product catalogues are used in mail-order advertising...
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