Affinion Group is an affinity marketer of membership, insurance, package enhancement, and loyalty programs. Direct marketing is defined by the Direct Marketing Association ("DMA") as any direct communication to a consumer or business that is designed to generate a response in the form of an order for goods or services. Affinity marketing is a subset of the larger direct marketing industry which involves marketing to the customers of institutions, such as financial service providers and retailers, using the brand name, customer contacts and billing vehicles of those institutions. Affinity partners benefit as they are able to promote their brands while offering additional programs and services thus strengthening their relationships with their customers and also generating incremental revenue.
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