Response articles from May 2008

Response archives from May 2008

The nation's leading ad category comes together in San Diego.(Editor's Note)
May 1, 2008... To hear the numbers tell it, there's never been a better time to be in the direct response marketing business. Recent results reported by TNS Media Intelligence's Broadcast Verification Services (BVS), a research partner of Response, show that...

DR spending outdistances general ad market growth; TNS Media Intelligence says DR's 17-percent jump helps overall market avoid a slide.(Field Reports)
May 1, 2008... NEW YORK -- While the U.S. advertising market finished 2007 with measured spending of about $149 billion, a miniscule rise from 2006-according to data released by TNS Media Intelligence's Broadcast Verification Services (BVS), a provider of...

Euro RSCG 4D DRTV becomes Euro RSCG Edge.(Field Reports)
May 1, 2008... PORTLAND, Ore., and CARLSBAD, Calif. -- Billing itself as the world's largest full-service direct response agency, Euro RSCG 4D DRTV decided to shed its "television-centered persona" and became Euro RSCG Edge, according to an April 15...

Eden, Yallen join response's Editorial Advisory Board.(Field Reports)
May 1, 2008... SANTA ANA, Calif. -- Response Magazine, the only independent source of news and information for direct response marketers, welcomes Maria Eden of Direct Response Media Inc., and Bob Yallen of the Inter/Media Group of Companies to its Editorial...

Photography products lead list of 2007 Greensheet Award winners.(Field Reports)
May 1, 2008... TUSTIN, Calif. -- Jordan Whitney Inc., a research, consulting and publishing company that monitors, ranks and critiques direct response television commercials (see page 18 for this month's rankings provided to Response by Jordan Whitney),...

Brad powers, active response group.(Field Reports)(Interview)(Company overview)
May 1, 2008... Brad Powers is chief executive officer of Active Response Group, an online lead generation and ad network company based in New York. Active has worked with such clients as Forbes, Atkins, Blockbuster, Netflix, American Express, Wal-Mart and the...

MTV Networks.(NewsCorner)
May 1, 2008... MTV Networks announces it will host an upfront event to highlight its partnership opportunities across the company's new programming, commercial environments and emerging digital platforms on May 8 at the Nokia Theatre Times Square, New York....

Katherine Krohn.(NewsCorner)
May 1, 2008... Katherine Krohn joins the Imagine Fulfillment Services (IFS) and IFS Television business development team.

LiveOps Inc.(NewsCorner)
May 1, 2008... LiveOps Inc. has moved. They can now be found at 5425 Stevens Creek Blvd., Santa Clara, CA, 95051. Telephone (408) 844-2400.

Join the Direct Response Academy June 9-11.(NewsCorner)
May 1, 2008... Join the Direct Response Academy June 9-11, at the Fitzpatrick Hotel, New York, for "DRTV Management Boot Camp: Nutraceuticals & Cosmeceuticals." The cost is $1,990. For more information or to register, call (512) 301-5900 or visit...

Revenue Frontier LLC's President Stacy Durand names Dan Casey as executive vice president of sales and marketing.(NewsCorner)
May 1, 2008... Revenue Frontier LLC's President Stacy Durand names Dan Casey as executive vice president of sales and marketing. In his new position, Casey will focus on expanding the company's media affiliate network in both traditional and new media...

David DiMatteo.(NewsCorner)
May 1, 2008... David DiMatteo is named group account director for Direct Response Media Inc. DiMatteo most recently served as manager for media services at DMW Worldwide.

Joel Gable.(NewsCorner)
May 1, 2008... Joel Gable, formerly with Clear Channel, joins Marcum Media LLC as DR media manager.

Federal Trade Commission.(NewsCorner)
May 1, 2008... Federal Trade Commission (FTC) member William E. Kovacic is named the commission's new chairman.

Jordan Whitney's program rankings.(Research)(Table)
May 1, 2008... TOP 10 INFOMERCIALS Rank Last Program Host Product Month 1 1 P90X Tony Norton Exercise program 2 2 Free & Clear John Beck Real...

Top DRTV national cable rankings.(Research)
May 1, 2008... TOP 5 VERTICAL MARKETS NATIONAL CABLE INFOMERCIAL RANKINGS RANK PRODUCT NAME MARKETING PRICE OFFERED AIRS COMPANY HEALTH & FITNESS 1 P90X ...

DRTV snapshots.(Research)
May 1, 2008... Largest Change in Paid Programming Hours--Broadcast Stations (from February 2008 to March 2008) CALL SIGN DMA AFFILIATION CHANGE IN HOURS Best KTNC-DT San Francisco Bay Ind. 210.5 ...

Search engine Internet popularity report.(Research)
May 1, 2008... Research TMP Search Engine Internet Popularity Report RANK TITLE NUMBER OF SEARCHES DISTRIBUTOR 1 Girls Gone 2,283,390 Mantra Entertainment Wild 2 Proactiv 552,123 ...

4Q short-form DRTV media billings surge 46.5 percent: record number of campaigns reported as every category records increases for the first time.(4Q Short-Form 2007 Media Billings)(Direct response television advertising)
May 1, 2008... The short-form DRTV numbers for fourth-quarter 2007 from TNS Media Intelligence (TNSMI) contain quite a few pleasant surprises for industry watchers. Total short-form DRTV media billings increased for the 12th consecutive quarter as buyers...

Kodak inks a new DRTV blockbuster: Rick Allen says the wildly successful long-form campaign for the company's new EasyShare printer is just the first of many direct response initiatives to come for the nation's longest-lasting photography brand.(Kodak)
May 1, 2008... "Direct response TV gave us the control we needed in telling our story, and the long-form option allowed us to roll out the right information so that consumers could absorb and process it," says Rick Allen, worldwide director, advertising &...

Marketing maintenance: direct response helps keep the hardware industry strong as homeowners look to dig in during a slowing real estate market.(Hardware Market)
May 1, 2008... Cordless soldering tools, dual-function drills, band-saw blades--innovative products in the hardware market are alive and well. While the state of the housing industry continues to fade, the unwavering business of hardware has given home...

Different by design: the latest DRTV campaign from Professional Tool Manufacturing highlights its new Work Sharp product. But the company also continues to break ground in the branded long-form DRTV environment.(Corporate Case Study)(Company overview)
May 1, 2008... Homes in vintage Victorian. A 100-acre town-center of trees, trails, tennis courts and duck ponds. Fountains of mineral water. A university. An outdoor Elizabethan Theater and Shakespeare Festival. Recreational opportunities from biking Bear...

Innovation expands cable media options: tips on mixing media, where to find great rates and the sexier side of ROI.(Media Buying & Planning Guide)(Company overview)
May 1, 2008... It's like the Jean-Paul Gaultier runway show of advertising. The MTV Networks (MTVN) upfront event, notorious for elaborate presentation and an A-list lineup of ad firms, media buyers and entertainers--not to mention industry gawkers and trend...

Cable network directory.(Media Buying and Planning Guide)(Directory)
May 1, 2008... Network Address Phone/Fax A & E 235 E. 45th St 212-210-9042/212-907-9496 New York, NY 10017 ABC Family 2877 Guardian 757-459-6324/757-459-6426 ...

Welcome to the new Millennials: the generation born between 1982 and 2002--also known as Generation Y--exerts its spending power and drives marketers to rethink different avenues to gain a direct response to their campaigns.(Generational Marketing)
May 1, 2008... They don't remember life before the Internet. Their worldview has been shaped by pivotal world events like 9/11, Hurricane Katrina and the Iraq War, making them the most civic-minding generation since World War II. They're accepting of...

DRTV has the answers for the DVR dilemma.(Media Zone)
May 1, 2008... Advertiser studies that measure how digital video recorders (DVRs) hurt their TV campaigns have delivered mixed results, but it's common sense that viewers will breeze past commercials if provided easy methods to do so. For three years,...

Reduce costs and increase profits through better synchronization with your fulfillment vendor.(Support Services)
May 1, 2008... Many DRTV marketers still see fulfillment as a simple, slap-a-label-on-a-box operation that occurs after a sale. In fact, it is a highly orchestrated process that involves multiple touch points. From inventory management to order file transfer,...

Winter, Spring, Summer or Fall: is your product seasonal?(Retail Outlet)
May 1, 2008... We live our lives around the four seasons and a number of special holidays. Each one brings with it a unique need for products and services specific to that season or holiday. Do you have a product that has "seasonal appeal"? Do you have a...

Real time is really essential; Why marketers should use real-time, self-optimizing systems.(Net Gains)
May 1, 2008... Personalization and behavioral targeting solutions are not new--they've been lauded by marketers for their ability to provide relevant online content to consumers for some time now. Yet, most rely on generic demographic or classification...

What the current radio landscape means for DR radio advertisers.(Radio Waves)
May 1, 2008... Don't look now, but there are some exciting new developments in the radio industry--an industry not known for a lot of change. Take a look at these developments that will have a long-term impact on direct response advertisers. The possible...

Don't get Shanghaied! Scams and tricks to avoid in China.(Global Perpective)
May 1, 2008... After years of developing and manufacturing DRTV products in China, I've seen all the tricks factories play. While most factories are managed by good people, all are looking to make more profit. If your DRTV products are made in China, here...

FTC act's Section 5 apparently applies across the board.(Legal Review)
May 1, 2008... When you go to law school, the most important thing you have to learn is how to think like a lawyer. Let's say a law clearly prohibits "A" and just as clearly doesn't prohibit "B." That means it's legal to do "B"--right? Guess again....

When marketing gets accountable, the accountable get marketing.(Guest Opinion)
May 1, 2008... It seems three questions keep arising in our business: * What happens when longstanding direct marketing abilities, such as results accountability, become required across the entire marketing spectrum? * What becomes of the direct...

Response ... on the road.(But Wait, There's More!)
May 1, 2008... Palm Springs was the destination for the annual Rick Weiss Humanitarian Awards weekend. Many members of the DR community, including event sponsor Response Magazine, were on hand to salute the event's creator, the late Earl Greenburg, who passed...