Public Relations Direct Marketing/CRM Shopper Marketing Promotional Marketing lnteractive Marketing     This department represents our efforts to target discrete audience segments using one or more addressable media for the purpose of driving Behavior. This can include such behavior as a response by phone, mail, or a personal visit by the consumer to the point of sale/distribution. Given its highly targeted and response-oriented nature, direct marketing overlaps with Interactive Marketing; for instance, a targeted email campaign is often referred to as Internet Direct Marketing. Direct marketing is highly analytical, using various sources of data to predict consumer behavior, targeting consumers with the right offer in order drive a desired behavior, and then measuring the impact of the marketing effort (ROI).