The Direct Mail Advertising(D.M.) as a practical word in advertising has only ten years history in Korea advertising industry and A.M. is a general term of advertising for message delivering method to a specific person by mail but it also includes those which have same advertising characters even though they would not be delivered by mail.

D.M. has it's origin in Mail Order Ad.which was introduced for the first time in 1872 by Montgomery Ward Co. in the U.S.A..

Though D.M. in Korea has grown continuously in volume with the appearance of computer, the progress has been slow in quality and it has been mainly depends upon old planning and producing skills due to most advertisers' lack of understanding on D.M. and preference for mass media.

D.M. which is ranked as 'The third medium' in the United States, Germany and any other advertisinglly advanced nations is used to elicit the response from prospective clients and advertisers in the nations apply it to the marketing strategy scientifically and efficiently, while most people engaged in advertising industry in Korea financial circles are satisfied with the aspect of the aspect of the distributing of D.M. to the clients only.

D.M. attaches great importance to personal touch and so not to make good use of main function of D.M. to convey necessary information to a person who needs it in a proper time would bring a dreadful result that clients regard D.M. as a 'burdensome and pertinacious advertisement.' Accordingly, all people concerned should do their best to induce clients' goodwill on D.M. with a sense of duty.

At the present time, the government admits their autonomy for the private management of financial facilities, rationalization of management and internationalization by transfering city bank into private capital step by step, it is responsibility of all people concerned to gain prospective clients and use their captial through efficient D.M. planning and producing in marketing strategy.

My intention to prepare this treatise is that this to be a guide to enlighten advertisers and people engage in advertising business by analyzing the true state of D.M. in Korea financial world and suggesting examples of foreign countries. At the same time, I urge all people concerned to concentrate their energies on the establishment of many expert agencies and urgent inaugration of 'Korea D.M. Association' which shall contribute to the development of D.M. in Korea.