What is direct marketing?

Direct marketing is defined as a promotional approach that sends messages directly to consumers with the intent of prompting a response or encouraging a transaction. This can include various formats such as emails, direct mail, telemarketing, and text messages, all aimed at communicating with potential or existing customers in a personal and targeted manner.

Option B accurately captures this essence, emphasizing that the primary objective of direct marketing is to incite a specific action, which can range from making a purchase to signing up for a newsletter or accessing a promotional offer.

Other choices discuss methods of advertising (like radio and television) or engagement strategies (such as social media), but those encompass broader strategies rather than the targeted nature of direct marketing. Additionally, targeting only existing customers does not align with the broader scope of direct marketing, which seeks to reach both new prospects and current customers to achieve sales and build relationships. Thus, B is the most fitting description of direct marketing.