Using the internet has meant direct marketing and advertising can integrate a range of techniques used separately in the past, according to the Institute of Direct Marketing (IDM).

Marketing director of IDM Lisa Turner commented on the importance of the internet to modern businesses, explaining that tools such as web and email addresses now feature heavily in advertising.

Ms Turner commented: "Research suggests that more than 80 per cent of TV ads now carry a web address, while you just have to look at the ads in the newspaper and magazines to see how many carry both a web address and an email address."

Her comments appear to be reinforced by the Direct Marketing Association which, in July last year, reported that value of direct marketing increased by 18 per cent between 2004 and 2006.

The report from the association added that direct marketing could by accountable for around £125 billion worth of UK sales, including customer spending and sales of goods and services.

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