Pros - Direct mail's leading quality is its capacity to target key markets by household income, zip codes, and a store's charge customers. It can ask for the order by encouraging a reader to fill in and return an order blank. As a result, direct mail gets sales results. Flexible, it can vary in size, numbers of pages, illustrations, prices, and descriptive copy. So it can be slanted in format to position an advertiser with an image that will appeal to a particular customer base. Depending on an advertiser's budget, it can be slick, all-color, or a relatively inexpensive black and white piece.