Response articles from September 2006

Response archives from September 2006

'15 years, 15 years ... we got you for 15 years'.(periodical publishing formed Direct Response Marketing Alliance )(Editorial)
September 1, 2006... It's unlikely that you noticed an interesting line of text at the top of the Table of Contents on page two of this month's issue. However, for much of 2006, the team at Response has been counting the months until this point. The line...

Knowles, Petry discuss transfer of ERA board leadership.(Rick Petry replaces Jeffrey D. Knowles as chairman of the Electronic Retailing Association )(Interview)
September 1, 2006... WASHINGTON, D.C. and PORTLAND, Ore. -- This month, prominent direct response industry executive Rick Petry will take over for Venable LLP Partner Jeffrey D. Knowles as chairman of the board of the Electronic Retailing Association (ERA)....

Fays, Sarnow join Response's Editorial Advisory Board.(Brian Fays and Greg Sarnow )(Brief article)
September 1, 2006... SANTA ANA, Calif. -- Response Magazine, the only independent source of news and information for direct response marketers, welcomes Brian Fays of MTV Networks and Greg Sarnow of the Direct Response Academy to its Editorial Advisory Board. ...

DR partners react to $325M sale of Orange Glo.(Church and Dwight Company Inc. purchased Orange Glo International Inc.)
September 1, 2006... PRINCETON, N.J -- Church & Dwight Co. Inc. announced a definitive agreement to acquire Orange Glo Intl. for $325 million cash on July 17. The transaction is expected to close during third-quarter 2006, once it passes regulatory and other...

TiVo promise of ad viewing data shakes up media companies.(Field Reports)
September 1, 2006... ALVISO, Calif. -- With much fanfare in the media universe, TiVo announced on July 26 that it would establish a new division in the company to provide advertisers and ad agencies data and analyses on its users' commercial viewing. The division...

Cooper, Lawlor team to help inventors find the right outlet.(Electronic Retailing Association's Invention Showcase )(Wendi Cooper and Jennifer Lawlor)
September 1, 2006... EL SEGUNDO, Calif. and PITTSBURGH -- When visitors at the Electronic Retailing Association's (ERA) annual conference in Las Vegas this month happen upon the Invention Showcase, a number of them will likely wonder, "Where on earth did these...

Venable opens L.A. office.(merged with Gorry Meyer & Rudd LLP and Whitwell Jaco-by Emhoff LLP)(Brief article)
September 1, 2006... LOS ANGELES -- On August 1, Venable LLP entered the California market by merging with two Los Angeles-area firms with strengths in media, marketing, advertising, entertainment, litigation, real estate and corporate matters. The addition of...

Daly-Cercone builds media giant in the desert.(Sandra Daly-Cercone of Just Buying Time Media Management Inc. )(Interview)
September 1, 2006... For nearly two decades, Sandra Daly-Cercone, president and owner of Just Buying Time Media Management Inc. (JBT Media)--a media management company in Tempe, Ariz.--has been part of some of the industry's most successful campaigns and has run up...

Ashrafian's Capital Media continues rapid growth.(Response Q&A)(Interview)
September 1, 2006... Nadia Ashrafian started Capital Media in 2002 with a desire to serve the terminally underserved U.S. Hispanic media market in direct response TV. Her first client at Capital, Body by Jake, is still on the air today in the U.S. Hispanic market...

Research Jordan Whitney's program rankings.(direct response television advertisement )(Statistical table)
September 1, 2006... Research Jordan Whitney's Program Rankings TOP 10 INFOMERCIALS Rank Last Program Host Product Price Month 1 NR Nutrisystem Julie Calorie-controlled Lead-generating ...

Research the IMS top DRTV national cable rankings.(Infomercial Monitoring Service Inc.)(direct response television programs)(Statistical table)
September 1, 2006... Research The IMS Top DRTV National Cable Rankings Top 5 VERTICAL MARKETS NATIONAL CABLE INFOMERCIAL RANKINGS RANK PRODUCT NAME MARKETING PRICE OFFERED AIRS COMPANY HEALTH &...

Research TMP search engine Internet popularity report.(Transactional Marketing Partners)(Statistical table)
September 1, 2006... Research TMP Search Engine Internet Popularity Report RANK TITLE NUMBER OF SEARCHES DISTRIBUTOR 1 Girls Gone Wild 2,333,069 Mantra Entertainment 2 Proactiv Solution 497,819 ...

Stop losing money with inaccurate CPO and MER calculations--make money by understanding ASR.(Research From the Lab)(cost-per-order, media efficiency ratio and advertising-to-sales ratio)
September 1, 2006... Since the beginning of direct response television, companies have lived and died by the media cost-per-order (CPO) or the more widely used media efficiency ratio (MER) to determine if a campaign was making a profit. For instance, a 2-to-1...

DR radio media billings start 2006 with a 3-percent increase: total number of campaigns continues to shrink as average costs increase.(Research 1Q 2006 Media Billings)(direct response)
September 1, 2006... Reporting its third year of DR radio media billings from TNS Media Intelligence (TNSMI), Response is privileged to announce that the medium kicked off 2006 with a 3-percent increase of $477,800 against 1Q 2005 results, thus ending a string of...

DuPont's Teflon slides into DRTV: marketing guru Rich Thompson brings direct response television to one of the biggest brands in the world--and teams with a major cookware marketer and retailer for a breakthrough campaign.(Cover story)(Company overview)
September 1, 2006... "We have a brand--Teflon[R]--that has 98-percent global brand awareness. That allows for very little growth on a vertical basis. It's maxed out," says Rich Thompson, senior marketing manager for the Teflon brand at Wilmington, Del.-based...

Seeking shelf space: national retail chains embrace DRTV products across various categories.(direct response television programs)
September 1, 2006... Just six steps into the doorway of Linens-N-Things, a bevy of Pasta Expresses sit on the floor, waiting for eager consumers to pick them up and put them in their shopping carts. A few steps to the right sit 30 boxes of Smart Spins stacked near...

The DR-retail connection: planning the retail portion of your rollout before the DR campaign hits the air is the best way to ensure success on store shelves.(Products to Retail)
September 1, 2006... Selling product has come a long way from the days of the pioneers who bought and sold out of the backs of their covered wagons and from the next town's general store. From shopping centers to major retail chains popping up on street...

Response Magazine's 11th annual state of the industry report: members of the magazine's Editorial Advisory Board speak out on the current state of the direct response television industry.(Discussion)
September 1, 2006... As 2006 winds down, the direct response television (DRTV) market has truly spread its wings as a major player in the corporate world, while still remaining true to its product-driven roots. For decades, DRTV has been a strong niche in the...

Oh, yes you Canada! What's new to the north? A do-not call registry is on the way, Canadian money is appreciating against U.S. currency, media rates are rising and sales tax and broadband costs are dropping.(Canadian Market Guide)
September 1, 2006... When you ask Response Editorial Advisory Board member Richard Stacey what happens when U.S. marketers approach Canada as just another state, there's no room for misinterpreting his answer. "They have their lunch handed to them," says...

20 years in, ready for 20 more: Tim Hawthorne's hawthorne direct inc celebrates its 20th anniversary by doing the thing this DRTV innovator does best--looking ahead.(Industry Profile)
September 1, 2006... "I had a mission: to make long-form DRTV a part of every major advertiser's brand marketing mix," says Tim Hawthorne, founder, chairman and executive creative director of hawthorne direct inc in Fair-field, Iowa. "Now, 20 years later, the DRTV...

A mixed bag of products draws mixed results.(M5 RoadPro)(Floral Seven)(Angel Mop)(Air Gap Combo)(Product/service evaluation)
September 1, 2006... In the latest installment of Response's Product Review, the magazine's partner organizations submitted four more products from inventors and entrepreneurs. From three very different types of housewares products to an automotive accessory,...

Head of the class.(Daniel Nosenchuck and A.J. Khubani introduced Entrepreneurial Engineering course)
September 1, 2006... Where do great DRTV product ideas come from? From what little black box did the Little Giant Ladder burst forth? How about Proactiv Solution, Bowflex or the Showtime Rotisserie oven? All superstar products have fascinating birth stories, many...

Next generation speech technology: maximizing your revenues.(technology usage in direct response marketing)
September 1, 2006... While automated speech has enjoyed widespread use in direct response marketing, its full utilization is now being realized in revenue-generating functions. Advancements in speech have opened the door for intuitive speech technology (IST)--the...

What if you don't get a 2-to-1 MER?(direct response television advertising)(media efficiency ratio)
September 1, 2006... The media efficiency ratio (MER) is the universal benchmark used by DRTV marketers to determine if a product is paying out and has a potential future in selling direct to consumers. The standard in recent years has dropped to a ratio of $2 in...

Private consumer protection actions may pose as much risk as government enforcement.
September 1, 2006... As members of an industry mired in government regulation, direct response marketers understand that a single, significant misstep may lead to an investigation or (even worse) a lawsuit brought by the government. Fail to adequately substantiate...

Using pay-per-click to track DRTV marketing.(Net Gains)
September 1, 2006... Often only considered as a means for obtaining "cheap clicks" and "quick sales," pay-per-click (PPC) advertising can fit into a much bigger role--as a measurement tool for gauging direct response marketing success. Specifically, PPC campaigns...

But wait, there's more!(road capaign)(Brief article)
September 1, 2006... Response... On the Road Even though there were no major trade events in July and early August, a number of company-sponsored networking events kept DRTV's road warriors busy. From the Mississippi River in Wisconsin to downtown...

Hey, are we leaving money on the table here? Brands have come to love short-form DRTV. But, they haven't yet grasped the larger opportunity of long-form direct response. Part one of two.(direct response television marketing)(Column)
September 1, 2006... Consumer giants increasingly use short-form DRTV to raise awareness of their products. Surprisingly, they haven't embraced long-form--or half-hour--programs as readily. I asked long-time clients--and experienced half-hour users--Dave...