Slightly more than 3.500 million inverted euros, in 2006, in the so called proper means of the direct marketing, reflect the big importance that has this communication tool. With this strategy we can give satisfactory answers to the market of the following form:

• Direct sale. It is the function most demanded by the companies.
• Client's Fidelización. Activity in rise, develops those necessary activities to create a portfolio of faithful clients.
• Traffic in the point of sale. With his action, the direct marketing helps to the creation and animation of clients' traffic in the different sale places.

For his part, the means used for the direct marketing are great and completely different, at first they remain nailed of the following form:

• Proper means. Between those that there find the mailing, the telemarketing, the buzoneo, the sale for catalog and the telefax.
• Advertizing means. Between those who find the classic means of communication of masses like press, magazines, radio, television, movies and exterior publicity in programs with a very concrete target.
• Means in the point of sale (PLV). Between that we can enumerate the pendants, cartelería, the take one and the dispensers.
• Interactive means. Between that we emphasize the e-mail, mobil marketing and Internet with a few big possibilities.

With regard to the latter typology, and since we have come indicating till now, the development of the new communication technologies augurs to us a big use of the skills of direct marketing, due to the facility to come to the one to one; to the serviceability of the user, on having had neither to refill any «coupon answer» nor send it by mail; to the big impact, due to his coverage and credibility; to the rapidity and immediateness of the exhibition, since it can count in seconds the whole history of the product, attract the attention of the consumer and induce him to the buy; to the rapidity of the answer, since the design of the announcement can produce an immediate answer; to that neither direction nor phone is needed; and, finally, to which it is possible to pay with credit card.