Advantage of the direct marketing:

1.       Focued approach: it is possible to identify a very specifc target using direct marketing techniques. This makes it a very useful promotional toll for niche products because it is possible to target only those who are likely to respond to the promotion - there is less wastage.

2.       Cost effective: although cost per thousand people reached may be high as compared to other mass marketing promotional techniques, direct marketing can be very cost effective for niche information.

3.       Immediate and flexible: some promotional activities can take a grate deal of time to develop from first idea to final execution - TV ads for example. Direct marketing is flexible and there are short lead times associated with its use because of which it often has an immediate impact on customer responses.

4.       Easy information reach: it is relatively easy to adapt a direct marketing campaign to an international target market.

5.       Tailored messages: direct marketing also offers greater opportunities for developing tailor made messages target market.