In contrast to mass advertising, direct marketing is a form of advertising in which the potential customer is directly addressed. This can be effected by letters, e-mails, or when appropriate, telephone campaigns. The aim is to provoke a reaction to the marketing campaign from the customer. This does not necessarily mean a sale. It can also be a communication activity like returning a fax form, filling out a raffle coupon or visiting an event. Good direct marketing is often characterized by an orientation of the promotion activity towards a certain target group. This requires a detailed understanding of the target group and an increased effort in the planning process. However, it leads to significantly higher response rates, as the advertising fits the customers’ needs better than the mass communication. During the planning and implementation, companies are supported by agencies specialized in direct marketing.