Response articles from May 2005

Response archives from May 2005

Applying Bono's wisdom to the market's needs.(Editor's Note)(Editorial)
May 1, 2005... It's no secret that a friend is someone who lets you help It's no secret that a liar won't believe anyone else --U2, "The Fly," 1991 In early April, I got to do one of my...

HSN viewers shop with their remotes.(interactive television)(Brief Article)
May 1, 2005... ST. PETERSBURG, Fla. -- The Home Shopping Network (HSN) now offers interactive television (iTV) where consumers can purchase products using their remotes. The service, which is powered by interactive television technologies provider GoldPocket...

Lucas Donat, Donat/Wald Co.(RESPONSE Q&A)(Interview)
May 1, 2005... Lucas Donat is CEO and founder of Donat/Wald Co., an 18-year old direct response advertising agency located in Santa Monica, Calif. Donat/Wald has worked with a number of high-profile clients over the years, including Columbia, Sony, MGM/UA,...

Masters Series serves as an oasis for thirsty marketers.(response magazine)(Brief Article)
May 1, 2005... RANCHO MIRAGE, Calif. -- Building on the success of its 2004 event in the same location, Response Magazine's second annual Masters Series conference drew marketers interested in using direct response from around the nation to the swank Westin...

Principals in Respond2, Cmedia, ATC Agency Services deal speak out.(direct response industry)(Panel Discussion)
May 1, 2005... In March, Portland, Ore.-based direct response leaders Respond2 and Cmedia joined forces with ATC Agency Services of West Chester, Pa., in a deal that created the DR industry's largest independent full-service agency. The new conglomerate,...

The IMS top DRTV national cable rankings.(Infomercial Monitoring Service Inc. report )(Illustration)
May 1, 2005... TOP 6 VERTICAL MARKETS NATIONAL CABLE INFOMERCIAL RANKINGS RANK PRODUCT NAME MARKETING COMPANY PRICE OFFERED AIRS HEALTH & FITNESS 1 Body Makeover Provida Life Sciences 6 payments of 553 ...

30 minutes?, 2 minutes or 60 seconds?, Radio? Print?, Which is best for your product?(From the Lab)
May 1, 2005... So you have the product that you think is the next big hit on TV. It has all the key elements. It has mass appeal, it is unique and solves a common problem. It has a low retail-sale-price-to-cost-of-goods ratio--significantly better than the...

TMP search engine Internet popularity report.(Transactional Marketing Partners report)(Illustration)
May 1, 2005... RANK TITLE NUMBER OF SEARCHES DISTRIBUTOR 1 Girls Gone Wild 2,613,474 Mantra Entertainment 2 Bowflex 383,919 Nautilus Group Inc. 3 Proactiv Solution ...

4Q short-form DRTV media billings up 15 percent over 3Q: Cable TV accounts for half of the $96 million increase in spending.(Research)
May 1, 2005... Helping finalize Response's research of 2004's short-form DRTV media billings, TNS Media Intelligence (TNSMI) has supplied the latest data for an amazing fourth quarter. Mirroring fourth-quarter 2004's long-form media billings' 15-percent...

Crafting a retail resurgence.(Sears, Roebuck and Co. one of first retailers to use infomercials)(Cover Story)
May 1, 2005... Twelve years after beginning its first infomercial project, Sears' Craftsman brand--with help from home improvement legend Bob Vila--continues to successfully drive retail sales via DRTV. But how did the retail giant become a groundbreaker for...

Hammering out successful marketing: leading hardware retailers and manufacturers discuss the craftsmanship of direct advertising.(National Hardware Show)
May 1, 2005... Bring sneakers... and a map. Anyone who plans to visit all 2,300 exhibitors at the 60th annual National Hardware Show in Las Vegas this month faces a challenge. The exhibit space alone spans 479,000 square feet, which amounts to more than...

Got the power of print? Print just might be the solution you need--if you know which option to choose.(information of dr printing)
May 1, 2005... Print may be just a five-letter word, but ad experts say there's much more to it than meets the eye. Many options exist for DR marketers within the print medium--options that can pack a powerful sales punch and reach well beyond typical print...

Optimal results: search engine optimization offers marketers a way to get to the top without paying per click.(web marketing)
May 1, 2005... The Spam came hurling through cyberspace from an obscure E-mail address. Lacking a signature or any type of contact information, it offered to place any Web site "permanently" at the top of major search engines like Yahoo!, MSN and AltaVista....

"Where there's smoke ...".(product placement effectiveness in selling products)
May 1, 2005... Product placement (PP) has received megabytes of coverage during the past six months. But true DRTV marketers will immediately understand this is a case of "Where there's smoke, there's no fire." Even the Federal Trade Commission (FTC) has...

Comcast and TiVo unite.(TECHNOLOGY UPDATE)(Brief Article)
May 1, 2005... NEW YORK -- In mid-March, Comcast, the nation's largest cable company, announced that it would use TiVo for its digital video recorder (DVR) service. The decision allowed TiVo investors to exhale after suffering from frustration over the...

Cash payment option helps direct response merchants combat lost revenue.(credit card services)
May 1, 2005... In the ultra-competitive direct response market, retailers are looking for an edge to increase sales and reach new consumers. With many leaders in direct response retailing moving customers toward electronic payments, it's easy to forget that...

Hardware retailers build sales and profits using DRTV.(dr marketing in hardware industry)
May 1, 2005... Direct response marketers, and those brands that have adopted the model, are not the only ones reaping the benefits accruing from this strategy. A growing number of retailers have also been applying this discipline to increase volume and...

The 'perfect storm'--increasingly aggressive government and private actions.(Legal Review)
May 1, 2005... In March, a dietary supplement marketer with several high profile direct response advertising campaigns was the target of a raid coordinated by eight separate federal and state law enforcement agencies, including the Federal Bureau of...

Response ... on the road.(direct response industry events)(Brief Article)
May 1, 2005... Sidney Poitier (also below with 2005 Oscar winner Jamie Foxx), Dr. Stuart Siegel and Janet and Eric McCormack were honored before more than 1,250 attendees--an event record--at the annual Rancho Mirage gala on April 8. Longtime DR leader Earl...