The significance of direct marketing is beyond just selling a product because it is used by companies to enhance relationship marketing that is forming and maintaining long term relationships with customers through effective public relations activities and direct marketing assists these activities. Companies send cards and cakes on special occasions to their customers through direct mail and this incurs a positive rapport with the customers. Direct marketing not only serves the basic purpose of a company to inform the customer but also to generate positive feelings with the customers for the company (Kotler & Keller; 2002).
Direct marketing roots from Europe during the middle ages or most popularly known as feudalism period and then it began to enter its golden age during the renaissance. This was the 15th century and direct marketing became a regular practice in Europe only after the invention of moveable type by Guttenberg. The first catalog in Europe was then printed in 1450. The concept of direct marketing was originated by Lester Wunderman. Lester implemented these innovative techniques over two famous brands namely; American Express and Colombia Records. The concept was originated by this man during 1961 in America but direct marketing became a regular practice only after the typewriter was invented in 1867. The credit for the first catalog through mails goes to Aaron Montgomery Ward in 1872. Since the concept was gaining popularity amongst the businesses in America so the Direct Mail Advertising Association was established in 1928 which now is known as Direct Marketing Association. With direct marketing in full speed the most popular terms of today started to emerge and took permanent shape. Junk mail was a term used by people since 1954 and the term spam took birth in 1993 so it's still young. Since the customers became more and more aware and educated the companies had to work even harder to convince them to buy their products. The market was no longer nave and direct marketing played an essential role to maintain goodwill amongst the customers in order practice effective public relations activities and retain customers. Thus, by the 18th century direct marketing was rocketing towards the sky and it was the most popular means of advertisement and maintaining public relations. Benjamin Franklin was the first printer to stand out of the rest of the printers in Colonial America and he came up with the most famous catalog in 1974 that was close to the present day catalogs that contain information and attractive punch lines that are all intended towards customer satisfaction. Companies then began to receive orders and send products through mail. It was during the 1830's that various companies mailed the products to their customers in New England. The general feeling of disdain and detest against the middlemen started in the post civil-war period in Midwest Europe with the farmers who decided to eliminate middlemen since the farmers were buying at a higher price and then selling