Direct marketing is a form of advertising that reaches its audience without using traditional formal channels of advertising, such as TV, newspapers or radio. Businesses communicate straight to the consumer with advertising techniques such as fliers, promotional letters, and street advertising.

Direct Advertising is a sub-discipline and type of marketing. There are two main definitional characteristics which distinguish it from other types of marketing. The first is that it sends its message directly to consumers/clients, without the use of intervening commercial communication media such as internet and e-mail campaigns. The second characteristic is the core principle of successful advertising driving a specific "call-to-action." This aspect of direct marketing involves an emphasis on trackable, measurable, positive responses from consumers (known simply as "response" in the industry) regardless of medium.

If the advertisement asks the prospect to take a specific action, for instance come in during pet dental month for a special on dental cleaning, then the effort is considered to be direct response advertising.

Although it is not always the case, direct marketing is predominantly used by small to medium veterinary businesses with limited advertising budgets. A well executed direct advertising campaign offers positive return on investment, as the message is not hidden with over complicated branding. It does not directly 'sell more cars', instead direct advertising is straight to the point, it offers a product, service or event and explains how to get the offered product, service or event.