Response articles from January 2009

Response archives from January 2009

Response branding hits its stride.(Editor's Note)
January 1, 2009... As 2009 gets underway, Response asks a leading question of its best guest experts, as well as its readers: "Is branding dead?" While, to many, the answer may seem a clear "No," it's actually a question designed to lead to a much more...

Murray, Pruett join Response's Editorial Advisory Board.(Field Reports)
January 1, 2009... SANTA ANA, Calif. -- Response Magazine, the only independent source of news and information for direct response marketers, welcomes a pair of well-known chief marketing officers in the financial and health services fields, Ken Murray of J.G....

Internet advertising revenues up in 3Q.(Field Reports)
January 1, 2009... NEW YORK -- Internet advertising revenues reached almost $5.9 billion during third-quarter 2008, an 11-percent increase over 3Q 2007, according to a report from the Interactive Advertising Bureau (IAB) and PricewaterhouseCoopers LLP (PwC). ...

Google TV Ads enhances ad targeting.(Field Reports)
January 1, 2009... MOUNTAIN VIEW, Calif. -- Google Inc. announced the enhancement of its TV Ads platform (Response, December 2008) that now allows a user to search by concept, not just keyword. Google's modifications are an effort to make television advertising...

Nearly half of U.S. homes to have a DVR by 2014.(Field Reports)
January 1, 2009... LOS ANGELES -- According to the Magna On-Demand Quarterly Report, 52.3 million U.S. households--44 percent of homes--are expected to have a digital video recorder (DVR) by 2014, reports TVWeek.com. In the 10 years from 2004 to 2014, the...

Hulu users prefer long ads.(Field Reports)(Survey)(Brief article)
January 1, 2009... LOS ANGELES -- In a recent survey, 88 percent of Hulu.com online video viewers said they preferred to watch one two-minute advertisement at the beginning of a program if it meant no commercial interruptions during the rest of the show, reports...

Glenn Dekraker.(News Corner)
January 1, 2009... Glenn DeKraker, founder and CEO of COREMedia Systems, announces that Jim Paull, an advertising media systems specialist and marketing consultant, joins the company as president and COO. He takes over for Carl Langrock, who resigned the position...

The Electronic Retailing Association.(News Corner)
January 1, 2009... The Electronic Retailing Association (ERA) has named Julie J. Coons, former CEO of the Tech Council of Maryland and executive vice president at PCIA--the Wireless Infrastructure Association--as its new president and CEO. During her four years...

Mercury Media Holdings.(News Corner)
January 1, 2009... Mercury Media Holdings (MMH), an independent measurable media agency, has appointed Jonathan Anastas as president of its digital division, where he will be responsible for the company's digital practice, leading strategy and day-to-day...

Cannella Response Television.(News Corner)
January 1, 2009... Cannella Response Television has promoted Christi Anderson to media consultant from media assistant. Anderson joined Cannella in October of 2007 from Harley-Davidson Motor Co., where she was marketing coordinator.

EDS, an HP company and Guthy-Renker.(News Corner)
January 1, 2009... EDS, an HP company, and Guthy-Renker announce a four-year, $531 million contract extension and expansion to their current 13-year relationship. The new agreement for consumer direct business process outsourcing (BPO) services supports...

Jennie Huynh joins the marketing and business development team of Imagine Fulfillment Services (IFS).(News Corner)
January 1, 2009... Jennie Huynh joins the marketing and business development team of Imagine Fulfillment Services (IFS). Huynh will focus on continuing to expand IFS' direct response division and help market the multi-faceted fulfillment company.

Big Fuel, the consumer engagement agency, launches Contenttocommerce.tv, an interactive video think tank developed to create a community conversation between brands and consumers through an open, honest exchange.(News Corner)
January 1, 2009... Big Fuel, the consumer engagement agency, launches Contenttocommerce.tv, an interactive video think tank developed to create a community conversation between brands and consumers through an open, honest exchange. The site is an aggregation of...

Northern Lights Direct Response hires Elizabeth Lim as media buyer/planner.(News Corner)
January 1, 2009... Northern Lights Direct Response hires Elizabeth Lim as media buyer/planner. Lim brings several years experience, including strategy and analytics, with past clients including Dell, ING and CHIP Home Income Plan.

Venable LLP.(News Corner)
January 1, 2009... Venable LLP announces that David Levy, a prominent postal regulatory and appellate lawyer, has joined the firm as a partner in its Washington, D.C., office. Levy arrives from Sidley Austin LLP, where he has practiced postal rate work since...

HSN Inc.(News Corner)
January 1, 2009... HSN Inc. lays off 110 employees, 3 percent of its staff, and eliminates 75 positions, about 3 percent, from subsidiary Cornerstone Brands Inc.'s staff. HSN also eliminated 52 open positions.

Research Jordan Whitney's program rankings.(Statistical table)
January 1, 2009... TOP 10 INFOMERCIALS Last Producer/ Rank Month Program Host Product Price Distributor 1 3 New Body Julia Elastic $39.95 Kymaro ...

Research the IMS top DRTV national cable rankings.
January 1, 2009... TOP 5 VERTICAL MARKETS NATIONAL CABLE INFOMERCIAL RANKINGS MARKETING RANK PRODUCT NAME COMPANY PRICE OFFERED AIRS HEALTH & FITNESS 1 P90X Beachbody 3...

Recession woes cause 3Q 2008 long-form media billings a 12.5-percent demise: top-30 spending skyrockets as the average cost of a half-hour block falls below $580.(Research 3Q Long-Form 2008 Media Billings)
January 1, 2009... Stocks, credit and fuel prices contributed to a 12.5-percent drop in third-quarter 2008 long-form media billings (nearly $37.8 million) to $265,027,800 from 3Q 2007's record total. As consumer spending begins to contract from economic...

InterContinental makes customers a Priority--worldwide: director of global consumer marketing and CRM Ken Bott has helped the hotel brand to grow its loyalty member base through targeted, inventive and region-specific DR campaigns.(COVER STORY)(Company overview)
January 1, 2009... "The challenge with any loyalty program is marketing the intangible," says Ken Bott, Atlanta-based director of global consumer marketing and CRM at InterContinental Hotels Group (IHG). "The difference with IHG is that once you tap into the...

Is branding dead? No, but as the economy struggles and marketing budgets are slashed, measuring ROI on every marketing dollar is now a necessity. In the new age of direct response, marketers are turning to 'response-branding' methods more than ever.(RESPONSE FORUM)(Interview)
January 1, 2009... Provocative question, isn't it? Yes, 10 years ago, one could have never asked such a question with a straight face. However, the advances made by direct response marketing, as well as measurability technology across the advertising and...

Scoring big with DR: a peek inside college football's marketing playbook.(SPORTS AND FITNESS MARKET)
January 1, 2009... If you were watching Auburn University face the University of Alabama in the schools' annual college football grudge match on CBS on Nov. 29, you might have noticed a scroll at the bottom directing viewers to visit NCAA.com for the latest...

Heard it on the radio: radio continues to play an important role in many DR campaigns.(DR RADIO)
January 1, 2009... Surrounded by newfangled advertising media that range from the Web to online video to mobile, one might think that radio wouldn't stand a chance of surviving as a direct response vehicle. And while few campaigns revolve solely around the radio...

Seeking direct response rules for mobile in-game ads.(Media Zone)
January 1, 2009... Yes, I know proposing arcane "rules" is sacrilege to many who experiment and opine in new media circles, but it's hard to win any game--the ad game included--without rules to govern your decisions and actions. Consider the new advertising...

Response ... on the road.(But Wait, There's More!)
January 1, 2009... December is always chock full of holiday events in the direct response marketing world--and the final month of 2008 was no different! From a series of holiday parties in Southern California to one very industry get-together in Portland, Maine,...

FTC decides 'results not typical' no longer good enough.(Legal Review)
January 1, 2009... Alas, poor "Results not typical"! I knew him, Horatio, a disclaimer of infinite value, of most excellent effect. He hath borne on his back a thousand weight-loss testimonials... (With apologies to William Shakespeare) The...