The first feature is that it attempts to send messages directly to consumers without the use and interference of the media. This applies to commercial communications (direct mail, email and mobile marketing) with consumers or companies.
The second characteristic is that it focuses on leading a specific concept and is a “call to action”. This aspect of direct marketing includes a focus on tracking and measurable positive feedback from consumers (commonly known as “response” in the industry) regardless of the average.
If an ad requires specific actions, such as calling a toll free number or visiting a website, if the effort is considered a direct response.