Response articles from July 2005

Response archives from July 2005

The iPod breaks writer's block while self-reg hits it big.(Editor's Note)
July 1, 2005... After spending nearly a full week looking at the blank template of this page--as barren of type then as it is full now--and suffering from a case of writer's block, I finally decided to unleash my iPod on shuffle and see what popped up. After...

Three Respond2 DRTV campaigns won Telly Awards.(NOTABLE NEWS)(Brief article)
July 1, 2005... Three Respond2 DRTV campaigns won Telly Awards, the premier award honoring outstanding local, regional and cable TV commercials and programs, and video and film productions. Respond2 was recognized in the Entertainment,...

Atomic Direct created a DRTV spot campaign for Rubbermaid's new paint touch-up tool, the Paint Buddy.(NOTABLE NEWS)
July 1, 2005... Atomic Direct created a DRTV spot campaign for Rubbermaid's new paint touch-up tool, the Paint Buddy. The campaign includes two spots (60s and 30s) and a point-of-purchase video for retail stores. Paint Buddy was recently introduced at retail...

Mercury Media is buying time for a 30-minute infomercial for Quiznos.(NOTABLE NEWS)
July 1, 2005... Mercury Media is buying time for a 30-minute infomercial for Quiznos, a national chain of sandwich stores, which rolled out in June in selected markets. Mercury not only helped the company with its media buying, but also its transition into the...

Online University mixes brand and direct advertising.(RESPONSE CASE STUDY)
July 1, 2005... To many people, brand advertising and direct marketing are two wholly separate, if not antithetical, practices. One generates awareness and makes emotional connections. The other elicits a specific response. But, until recently, the two methods...

Jordan Whitney's program rankings.(Research)
July 1, 2005... SOURCE: The Direct Response Monitoring Report "Greensheet" published by Jordan Whitney Inc. in Tustin, Calif. These are the top 10 infomercials and direct response spots based on confidential media budgets and Jordan Whitney's monitoring of...

The IMS top DRTV national cable rankings.(Research)(direct response television)(Company rankings)
July 1, 2005... Copyright 2005, Infomercial Monitoring Service Inc. Satellite 2, 810 Parkway Blvd., Broomall, PA 19008, USA. Phone: (610) 328-6902. Fax: (610) 328-6791. E-mail: reports@imstv.com. Ranking for May 2005. Based solely on frequency of programs...

Does your product work? Are your testimonials certified? The FTC wants to know and ITG can tell them.(From the Lab)(Federal Trade Commission)(Infomercial Testimonial Group)
July 1, 2005... If you haven't noticed by now, there is extreme pressure by the Federal Trade Commission (FTC) to provide clinical trials showing statistically valid results reporting on how effective your product performs. If you use testimonials, they had...

TMP search engine Internet popularity report.(Research)(Transactional Marketing Partners)(Brief article)
July 1, 2005... This report is provided by Transactional Marketing Partners (TMP) and is a compilation of Internet searches made on the top Internet search sites for May 2005. The data has been provided by Google for searches on its site and Overture for...

1Q long-form media billings reach highest point in 5 years: timeslots-purchased record broken for second year in a row, while the cost for time sets a new low.(Research)
July 1, 2005... Turning around last year's 1-percent first-quarter decline, long-form media billings increased $9.6 million--a 4-percent jump over 1Q 2004 numbers. Total long-form media billings for first-quarter 2005 tallied $253,598,100, only $8.85 million...

SonyBMG: when great things come together; In the infancy of one of the most significant mergers in the music industry's history, SonyBMG lets us listen to the syncopation of direct marketing and retail, classic artists and modern technology, corporate giants and you.
July 1, 2005... It's Tuesday, which means "report card day" at SonyBMG head-quarters in New York City. Joe DiMuro, executive vice president and general manager of the company's Strategic Marketing Group, is in a particularly good mood as he squeezes in a...

'A-marketing idol': the multi-faceted entertainment industry draws on the innovative and traditional concepts of direct response.(MARKET SPOTLIGHT)
July 1, 2005... Bo Bice or Carrie Underwood? Whichever "American Idol" finalist you rooted for last May--publicly or privately... c'mon just admit it--there's no denying that these names were seared into the recesses of the American consciousness. For legions...

Entertainment products remain a DRTV staple.(JORDAN WHITNEY'S PRODUCT TRENDS)
July 1, 2005... Entertainment products in DRTV generally fall into one of two categories: music packages or video/DVD offerings. Music packages were one of the earliest successful infomercial products. Time-Life Music has dominated the long-form category, with...

'Podcasting' downloads a new marketing challenge.(MARKET SPOTLIGHT)
July 1, 2005... TiVo changed all the rules. The digital video recorder (DVR) put a giant barricade between marketers and their demos by enabling consumers to save their favorite movies and TV shows and skip over the TV advertisements. While marketers continue...

Going long: marketers turn to long-form DRTV to educate consumers and build brand awareness.(INFOMERCIAL PRODUCTION)
July 1, 2005... Scott Kennedy always knew that getting consumers to buy his firm's products would take more than the typical advertising campaign. After all, it isn't every day that Americans consume seaweed, outside of the occasional piece of sushi. Realizing...

Thinking outside the glass: members of response's Editorial Advisory Board mull the effects of DVRs and video-on-demand. Meanwhile, cable operators and DVR leader TiVo offer solutions.(TECH SPOTLIGHT)
July 1, 2005... There is no dearth of ideas when you sit creative types down to brainstorm and problem solve. Response Magazine recently polled executives from its Editorial Advisory Board and the advertising industry at large, and asked them for their...

Running the DRTV handicap.(Media Zone)(direct response television)
July 1, 2005... The May 7 running of the 131st Kentucky Derby, powered by Giacomo's astonishing 50-to-1 long-shot win, got me thinking. Are long- and short-form DRTV still a prudent direct marketing option? Or have they evolved into a high-stakes, high-risk...

Keys to developing successful outsourcing.(Support Services)(Survey)
July 1, 2005... According to a new survey on outsourcing from Deloitte Consulting LLP, 70 percent of participants in the study of businesses have had "significant negative experiences" dealing with vendors. In addition, nearly half of the study participants...

Lead, follow or get out of the way.(Retail Outlet)
July 1, 2005... The quote that heads this column has been a mantra for leaders since it was first coined more than 200 years ago by American founding father and revolutionary writer Thomas Paine. This simple and direct statement sums up the situation facing...

Report your defective products to the CPSC immediately.(Legal Review)
July 1, 2005... Surely you've heard the old joke about a guy asking a salesman how much a luxury car costs. "If you have to ask the price," the salesman replies disdainfully, "you can't afford it." Let's pretend the car salesman is the Consumer Product...

Meet our advertisers.(Directory)
July 1, 2005... Cmedia CONTACT: Mark Simon PHONE: 630-545-9441/310-625-9441 E-MAIL: msimon@respond2.com Cmedia specializes in direct response television media buying and management services. See our ad on page 18, 19, 21 E & M...

DRTV: no longer the stepchild of advertising--no matter what the DMA's data says.(But Wait, There's More!)(direct response television)
July 1, 2005... The 2004 Response Rate Report from the Direct Marketing Association (DMA) is in, and while it's not quite a case of "lies, damn lies and statistics," it's enough to send chills down the spine of any self-respecting disciple of direct response...