Direct response marketing is a form of marketing designed to solicit a direct response that is specific and quantifiable. The delivery of the response is direct between the viewer and the advertiser; that is, the customer responds to the marketer directly. This is in contrast to direct marketing, in which the marketer contacts the potential customer directly. Marketers use electronic media (TV, online, radio, mobile) to get customers to respond directly — either to buy a product immediately or seek more information prior to purchasing. Immediate communication from the customer to the marketer allows for instant feedback and measurement of success by the marketer.