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This type of marketing aims at soliciting a direct response from consumers which can be quantified for immediate feedback. Direct response marketing differs from direct marketing in that the consumers contacts the advertiser instead of the marketer directly contact the potential customer. An example of this type of marketing is a television infomercial, which tries to get a direct response by using a television presentation.

Direct response marketing involves four key elements: an offer, sufficient information which allows consumers to decide whether or not they want to act, a call to action, and a way to respond (a telephone number, e-mail address, website URL, etc.). In most cases, the more appealing an offer, the better response it will have.