The Direct Marketing Association is the primary source of information about direct marketing activities for both academics and practitioners. The Web site for the DMA, at http://www.the-dma.org/, contains a wealth of information about direct marketing practices and self-regulation. How many different target markets does the DMA address on its home page? Click on the “For Consumers” tab. What services does the DMA provide for consumers? Why do you think it offers those services? Now return to the home page and click on the “Industry Home Pages.”

How many different industry segments does the Web site address? Were there any surprises in this list? Pick five segments and discuss how these industries use direct marketing.