The first answer can get 2 points, and if the answer is accepted, you can get bonus points and an extra 20 points. DM is the abbreviation of English direct mail advertising, which literally translates as "direct mail advertising", that is, sending promotional materials to consumers, families or companies by mail or gift. It is also manifested in direct magazine advertisements. There is no essential difference between the two, and both emphasize direct delivery (mailing).

Therefore, DM is a new advertising carrier different from traditional advertising media such as newspapers, television, radio and internet. Traditional advertising media sell content, and then sell the circulation to advertisers twice, while DM is an advertising channel that sells directly to target consumers.

DM can be divided into broad sense and narrow sense, including advertising leaflets in broad sense, such as leaflets distributed in streets, shopping malls and supermarkets, discount coupons of KFC and McDonald's, etc. In a narrow sense, it only refers to a set of advertising brochures with pages ranging from more than 20 pages to more than 200 pages. For example, Jinhua's British fashion life has only 28 pages, while Jinan's boutique advertisements have more than 100 pages.

1, DM advertising magazines can't be sold, and subscription users can't be charged distribution fees, so they can only be given away for free;

2.DM advertisements can only be published with the advertisement serial number approved by the Industrial and Commercial Bureau;

3. At present, we can cooperate with DM Express in the post office.

DM doesn't seem so lucky in China. As we all know, the postal industry is one of the controversial monopoly industries in China. As an egg under postal monopoly, DM's life is not smooth sailing, nor has it improved much. According to the market survey data of Guangzhou Postal Administration, in the proportion of individual consumers using postal services in Guangzhou, business letters only account for 0.7%, postal advertisements account for 1.0%, and advertising postcards account for the least, accounting for 0.2%. This tiny figure also reflects the embarrassing situation that DM encountered in China.

DM is a blind spot in China advertising industry. It has a lot of room for us to expand, and its rise seems to be just around the corner. There are four reasons: first, the development of modern postal services and the strong support of national policies provide sufficient development space for DM; Secondly, with the breaking of monopoly in some special industries, it will inject new impetus into DM and promote its continuous development; Thirdly, DM has caught the direct users, and the manufacturers are less influenced by middlemen; Fourthly, compared with other traditional advertising media, advertisers prefer the autonomy of DM operation.