To achieve this the DMA:.
1. Provides strong leadership in government and public affairs representation, public relations and communications, adherence to established ethical guidelines, self-regulation, and the identification and promotion of new and best practices to project and grow the business.
2. Promote an environment in which users of direct/interactive marketing and their suppliers will develop the necessary skills to prosper.
3. Assist members to understand consumer and business customer needs and concerns regarding direct/interactive marketing and confirm that member's respect and act on those needs and concerns.
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4 Uses of direct marketing using different media.
We have examined the nature of direct marketing and its role in the communications mix, and now discuss the main areas of direct marketing. The discussion that follows is not exhaustive, but it covers the main direct marketing tools and examines their application in different marketing situations. We start with the use of telephone or telemarketing, which has been used particularly in industrial and B2B marketing. We then examine developments and the use of direct mail, which has seen enormous growth as a direct marketing tool over the past 30 years. Telemarketing and the use of direct mail were two of the main pillars of the direct marketing industry when the Direct Marketing Association (DMA) was established in the USA. Direct mail examines some of the revolutionary developments in the use of the Internet in direct marketing. Topics here include database marketing and techniques of data mining and data fusion, which are central to the direct marketing revolution when using this medium. Direct personal selling is well established as a direct marketing tool and formed the bedrock' of the direct marketing industry at the time of the establishment of the DMA in 1917. We finally examine direct response, concentrating mainly on television direct response advertising, but also covering newspapers and radio applications.