Direct Marketing

Well-known direct marketing agencies include Harte-Hanks Direct and DMW Worldwide. Harte-Hanks, known as a comprehensive direct marketing firm, owns and operates publications The PennySaver and The Flyer. DMW Worldwide provides services including strategic planning, database management, broadcast, media, production and internet marketing.

Departments and types of jobs at direct response agencies are similar to those at ad agencies. Types of positions include account executive, copy writer, account supervisor, media buyer and researcher. In addition, some employees have jobs that are unique to direct marketing. For example, people might create mailing lists for direct marketers or work with catalog companies. The Direct Marketing Association offers detailed information about various careers within direct marketing at www.the-dma.org/jobbank/careerindm.shtml.

About 255 colleges and universities in the United States have courses in direct/interactive marketing, and 31 of these schools offer direct marketing degrees and certificate programs. The Direct Marketing Educational Foundation (www.directworks.org) has information for students who are interested in working in the field, including a searchable database of schools that have direct marketing programs.

Direct marketing has a reputation for being somewhat recession-proof. Recently, however, even direct marketers have seen their revenue fall. In the long-run, however, things look good for direct marketers and the advertising industry as a whole. The Bureau of Labor Statistics expects employment in the advertising and public relations services industry to grow 14 percent between 2006 and 2016.