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Marketing pressure is generally defined as the influence exerted on a customer or prospect through the various solicitations used in direct marketing. It is measured by the number of contacts established with the same person over a given period and can be viewed globally across all of a company’s solicitations. The development of multichannel marketing, characterized by the multiplication of communication channels and the reduction of contact costs, has complicated the management of this pressure in direct marketing. Beyond this approach, marketing pressure can also encompass all marketing actions targeting a specific individual or all consumers. Some studies seek to distinguish between actual pressure and pressure perceived by the recipient. For example, an indicator such as a dedicated barometer can be used to measure marketing pressure related to SMS messages.

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