The New England Institute of Ar's library is now designated as an official NEDMA (New England Direct Marketing Association) Library. Cheryl Amantea, Chair of Advertising,started to build an updated collection of 61 direct marketing books and sources thus far that students in the metro Boston / greater New England area can use when they study direct marketing.
Also called direct response or direct selling, this specialized form of advertising campaign is driven by databases and it targets very narrow consumer segments and has measurable, ' trackable ' results. Direct marketing seeks to elicit an action (such as place an order or visit a website) from a prospective consumer. Media formats for direct marketing include postal mail, telemarketing, direct email marketing, point of purchase activities, and more.