Action marketing, part of Direct Marketing, is a technique used to influence or change the behaviour of a target audience in the short term.
A holiday park sends a physical Direct Mail to people who have previously booked at one of the parks. They are familiar with the organisation and, through an offer, are enticed to book a cottage. For example: “Book now with early booking discount”. Or people are enticed to book in ways other than price, such as: “Isn’t it time to relax?”
These are all ways of getting someone to take action.