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As a national umbrella organization , the NGLCC is a clearinghouse of ideas and information for and between businesses and organizations . A coiled umbrella shot past me to hover an inch from the muzzle of the long-nosed dog glaring at me . That loose coalition of grassroots organizations would communicate through a new umbrella group called the Maine Equal Rights Network . Before long , the silk sheet looks like a deep umbrella top , filled with air . With the emergence of the Internet as an important DM tool , and the practice of DM-like activities throughout marketing , a new umbrella term of " direct marketing advertising " ( DMA ) is proposed .