Response articles from February 2004

Response archives from February 2004

Will you finally grasp yet another opportunity to reach Hispanic buyers?(Editor's Note)(Editorial)
February 1, 2004... Once again, it's time for the Electronic Retailing Association's Spring Conference and Trade Expo in Miami--the de facto Latin America and U.S. Hispanic market event in the DRTV industry. And though you've been hearing for some time now, from...

Patrolling the European marketplace: as DR regulation becomes more commonplace, marketers have had to update operating techniques to remain successful.(Field Reports)
February 1, 2004... Not so long ago, the majority of international markets had very few rules and regulations governing infomercial product sales, making it very easy to market products globally. However, the international marketplace has changed and as laws...

Direct Holdings Worldwide buys time-life DM unit.(Report)(divestments)(Brief Article)
February 1, 2004... NEW YORK -- The Associated Press (AP) reports that Time Inc. sold its direct marketing unit, Time-Life Inc., to privately held Direct Holdings Worldwide LLC on Jan. 5. The buyer is owned by Ripplewood Holdings LLC and ZelnickMedia Corp., which...

SendTec wins Tickle creative and media account.(contracts)(Brief Article)
February 1, 2004... ST. PETERSBURG, Fla. -- Tickle Inc., a leading interpersonal media company providing self-discovery, matchmaking and social networking services, selects SendTec Inc. as its creative and media agency of record. SendTec, the parent company of...

Jordan Whitney's program rankings.(Research)(Illustration)
February 1, 2004... Jordan Whitney's Program Rankings TOP 10 INFOMERCIALS RANK LAST MONTH PROGRAM HOST 1 1 Showtime Rotisserie Ron Popeil 2 3 Carleton Sheets Carleton Sheets...

The IMS top 20 DRTV National cable rankings.(Research)(Illustration)
February 1, 2004... The IMS Top 20 DRTV National Cable Rankings LONG-FORM PROGRAMS RANK WEEKS ON CHART SHOW 1 253 Sharper Image 2 571 Carleton Sheets 3 147 Gazelle Freestyle 4 ...

From the Lab: setting you straight on lead-generation.(Research)
February 1, 2004... Lead-generation is an old-school strategy that is making a resounding resurgence, if not only by the popularity of its stepchild, the trial offer (see January's "From the Lab"). And the probability is that these types of soft offers will play a...

REVShare search engine internet popularity report.(Research)(Illustration)
February 1, 2004... REVShare Search Engine Internet Popularity Report RANK TITLE DISTRIBUTOR 1 Bowflex Bowflex Inc. 2 Total Gym American Telecast 3 Cortislim ...

Expanding the Hispanic Lexicon: Los Angeles-based Lexicon Marketing's strong brand recognition in the U.S. Hispanic and Latin American communities makes it a powerful force as DRTV enters those markets.(Cover Story)
February 1, 2004... "Lexicon Marketing is a 99-percent Hispanic company, and it's been marketing its products to the U.S. Hispanic and Latin American markets since the beginning," says Dr. Karissa Price, the company's director of marketing and business...

Latina singing star Tatiana leaps into DRTV.(Q&A)(Interview)
February 1, 2004... Mexican singing and acting sensation Tatiana began her professional career in 1984. Since then, her popularity across Latin America and in the United States' Spanish-speaking population has continued to grow. The singer and mother of two,...

Piecing together the U.S. Hispanic market; with 40 million Hispanics residing in the United States today, Latino purchasing power accounts for $630 billion annually. Direct marketers would be hard-pressed to find another cultural demographic with greater growth potential.(2004 U.S. Hispanic and Latin American Market Guide)
February 1, 2004... "The size of the Hispanic market is growing rapidly," notes Michael Saray, principal of Michael Saray Hispanic Marketing a New York City-based consulting and project management practice dedicated to helping companies and/or their agencies enter...

Making the right connection.
February 1, 2004... Once you've completed your creative and purchased media time, the next step is to ensure that your call center services are in order. Habla Espanol? "I think it's really important that you have a Hispanic call center taking your calls...

Is it worth entering the Latin American market?(DRTV)(Interview)
February 1, 2004... Although you may have found success in the U.S. Hispanic market, are you really prepared to go global? Before you think about setting the Latin American market ablaze with your wares, perhaps you should heed the advice of Elisabet Ferrer,...

PI: DRTV that's all about performance: as media prices continue to climb, more marketers look at per-inquiry buys as a way to maximize their dollars.(Performance-Based DRTV)(perinquiry: Direct Response Television)
February 1, 2004... Used for decades, performance-based or "perinquiry" (PI) media buys continue to fly under the radar, despite the obvious benefits the practice provides both marketers and the media outlets they're buying time from. Blame it on the fact that...

Securing customer loyalty: the growing importance of customer relationship management in DRTV shows that keeping customers may be even more important than getting them in the first place.(Support Spotlight: Customer Relationship Management)(Direct Response Television)
February 1, 2004... Perhaps Jack Welch, General Electric's former wonder man, says it best when he preaches that the job of business is to get and keep customers. [ILLUSTRATION OMITTED] Welch's sermons often include the commandment "Thou shall not lose...

'Branded direct' TV: building brand equity with accountability.(Media)
February 1, 2004... For years now, agencies and media buying companies have approached the use of television from one of two directions: general/awareness media buying or direct response media buying. But, in recent years, cost-conscious clients' media objectives...

Media buyers eye cable over broadcast.(Report)(Brief Article)
February 1, 2004... As the 2004-05 television season comes into focus, and four months before media buyers must place their clients' orders for that season, AdWeek.com reports the media buying industry is again threatening to move up to $1 billion in upfront ad...

Selecting your next inbound call center: what to look for and why?(Support Services)
February 1, 2004... Selecting an inbound call center involves many critical choices that will affect your company's current and future performance. Choosing the wrong call center could result in your product test failing, while choosing correctly will increase...

Stop leaving customer money on the table.(Guest Opinion)
February 1, 2004... A large amount of money is invested in getting a DRTV show on the air with the hopes of it becoming a mega hit. Unfortunately, very few shows perform at that level, which leaves you with a very high-risk business proposition. But, what if...

Representing the direct response client: ERA set to host two comprehensive legal seminars in 2004--April 16 in New York, NY and April 28 in Santa Monica, CA.
February 1, 2004... In April, ERA will host two in-depth seminars on the regulatory, business law and ethical questions that plague today's direct response marketers. As the Federal Trade Commission (FTC) continues its scrutiny of the direct response industry, it...

Looking closer at FTC's list of 7 false weight-loss claims.(Legal Review)
February 1, 2004... The Federal Trade Commission (FTC) has been trying for years to get the media to be more selective when it comes to weight-loss advertising. Recently, the agency came up with a list of seven weight-loss claims it says are always false, and...