Direct marketing is a way of selling an offer, usually an over the counter or prescription medication, to a specific target consumer by directly contacting them. Among practitioners, it’s also sometimes called direct response marketing, or back-end marketing. However, direct marketing differs from mass-marketing in a number of ways, the most important being the fact that it avoids the costs involved with widespread advertising campaigns. Instead, it’s a very specific method of selling a product, one that has been tried and tested by many direct marketers over many years, and has a track record of excellent results. While the costs involved can be high – equipment and supplies can run into the thousands, and marketing dollars may well run into the tens of thousands of dollars – the results are often worth it.