Response articles from September 2007

Response archives from September 2007

Tech forces marketers to catch up to DR's maverick ways.(Editor's Note)
September 1, 2007... Retailers can't wait to get their hands on leading direct response products. General ad agencies are reorganizing and putting the leaders of their direct and interactive arms in more prominent--and sometimes leadership--positions. Short-form...

New 'Hooked on English' show shot in Mexico.(ON LOCATION)(Hooked on Phonics Inc. uses marketing strategy in Mexico)
September 1, 2007... MEXICO CITY -- When Mark Mashaw, vice president of marketing at Baltimore-based Hooked on Phonics Inc./Smarterville, saw the success of the company's flagship product in non-English speaking nations, he first considered the idea of marketing a...

Direct auto insurance purchases jump to 40%.(STUDY)
September 1, 2007... BALTIMORE -- A new study reveals that 40 percent of U.S. adults surveyed would purchase automobile insurance directly via phone, Internet or mail without first consulting an agent, compared to 29 percent in 2003. The study, conducted by Vertis...

MTV Networks to measure commercial viewing second-by-second.(FieldReports)
September 1, 2007... NEW YORK -- Viacom's MTV Networks has signed a deal with TNS Media Research to monitor its commercial and content programming. The data will aid executives in understanding what does and doesn't work for the station, giving better insight to...

Internet, TV fuel ad economy.(FieldReports)
September 1, 2007... NEW YORK -- Ad spending in the second quarter kept pace with worldwide economic growth, according to a study by GroupM. The study finds that the Internet is playing a bigger role in driving worldwide and U.S. advertising growth, though TV...

You can't stop Tony Little ... and just you try to contain him!(RESPONSE Q & A)(Interview)
September 1, 2007... Legendary DRTV marketer, infomercial host and TV shopping network pitchman--that's doesn't leave much spare time. But, apparently, Tony Little doesn't need a lot of downtime. The motivational and fitness guru who appeared on the cover of...

Google adds advertisements to YouTube videos.(FieldReports)
September 1, 2007... MOUNTAIN VIEW, Calif. -- When Google purchased the YouTube video sharing service last year, critics were wondering when Google would cash in on its $1.65 billion investment. On Aug. 21, Google finally unveiled what could possibly be the biggest...

For the record.(Correction notice)
September 1, 2007... On page 54 of the August issue of Response, a chart in the "Net Gains" column contained incorrect numbers. Under total sales, the number should read 85,000,000, rather than 85,000. Under "20% Web sales," the number should read 17,000,000--not...

Carat USA has merged with Carat Fusion (its interactive shop) and appointed the top two Fusion executives as CEO and president of the full-service agency.(NewsCorner)
September 1, 2007... Carat USA has merged with Carat Fusion (its interactive shop) and appointed the top two Fusion executives as CEO and president of the full-service agency. Sarah Fay assumed the CEO role at what will now be called Carat. Scott Sorokin became...

The Chrysler automotive group has hired its first chief marketing officer.(NewsCorner)
September 1, 2007... The Chrysler automotive group has hired its first chief marketing officer. Deborah Wahl Meyer took the position, after formerly serving as vice president of marketing at Lexus. Meyer began her new job on Aug. 28, with Chrysler hoping she can...

Thane Direct and Global Delivery Services have agreed to dissolve Pan Regional Media Corp., also known as PanLatinoTV.(NewsCorner)
September 1, 2007... Thane Direct and Global Delivery Services have agreed to dissolve Pan Regional Media Corp., also known as PanLatinoTV. The companies will create two separate media agencies focusing on the Latin American marketplace. Thane Direct will launch...

CSI Commerce has signed a definitive agreement to acquire Accretive Commerce.(NewsCorner)
September 1, 2007... CSI Commerce has signed a definitive agreement to acquire Accretive Commerce. The acquisition will significantly expand GSI's growing partner base to nearly 80 and add to its infrastructure. Under the definitive agreement, GSI will acquire...

Clint Gearheart has joined Media Partners Worldwide as president and chief marketing officer.(NewsCorner)
September 1, 2007... Clint Gearheart has joined Media Partners Worldwide as president and chief marketing officer. Gearheart previously served as senior vice president of sales at O'Currance Teleservices, and has 12 years of sales, marketing and executive...

The Direct Response Academy's next DRTV Management Boot Camp seminar will be held Oct. 25-26, 2007.(NewsCorner)
September 1, 2007... The Direct Response Academy's next DRTV Management Boot Camp seminar will be held Oct. 25-26, 2007. The seminar, which gives participants the opportunity to gain knowledge in product configuration, production, finances, media, telemarketing and...

COREMedia Systems.(NewsCorner)
September 1, 2007... COREMedia Systems has hired: Louis Naclerio as vice president, business analysis; Randy Shumpert as vice president and product manager of long-form direct response television; and Tyree Stokely as new business analyst.

Revenue Enhancements Consultants.(NewsCorner)
September 1, 2007... Adam Hanks has accepted the position of vice president with Revenue Enhancements Consultants (REC). REC is a performance-based marketing company based in Portland, Maine.

Jordan Whitney's program rankings.(Research)
September 1, 2007... 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)
September 1, 2007... Copyright 2007, Infomercial Monitoring Service Inc. Satellite 2, 810 Parkway Blvd., Broomall, PA 19008, USA. Phone: (610) 328-6902. Fax: (610) 328-6791. E-mail: catanese@imstv.com. Ranking for July 2007. Based solely on frequency of programs...

Backchannelmedia DRTV snapshots.(Research)
September 1, 2007... Copyright 2007. All rights reserved. Backchannelmedia Inc., 107 South St., Boston, MA 02111. Phone: (617) 728-3626; fax: (617) 517-7777; E-mail: ajohnson@backchannelmedia.com. Source of data: Tribune Media Services, the Federal Communications...

TMP search engine Internet popularity report.(Research)
September 1, 2007... This report is provided by Transactional Marketing Partners (TMP) and is a compilation of Internet searches made on the top Internet search sites for July 2007. The data has been provided by Google for searches on its site and Overture for...

Creatively targeting your target audience.(From the Lab)(advertising effectively)
September 1, 2007... A few years ago, the team behind From the Lab produced a commercial that was a reasonable success. We spent in excess of $100,000 per week in media, and generated better than a 2-to-1 media ratio. The success of the TV campaign led retail...

1Q 2007 DR radio media billings dip 5.2 percent: average money spent on campaigns outside the top 10 decreases 25 percent.(Research)
September 1, 2007... First-quarter 2007 DR radio media billings reported by TNS Media Intelligence (TNSMI) decreased of $838,500--5.2 percent--ending a run of four consecutive quarterly advances. This quarter's total is the lowest first-quarter result during four...

The times they are A-Ch ... (C'mon, you know the tune): under president and CEO Sean Moriarty, Ticketmaster adapts to the digital age and diminishing recorded music sales with the help of direct response.(Cover story)(Company overview)
September 1, 2007... Tower Records on Sunset Blvd. has been shackled for months. The parking lot sign, which ordinarily announced new album releases and in-store performances, now spells out an epitaph: "Goodbye Tower Sunset. 1970-2006. Say hello to heaven old...

Retail in reverse: retail product marketers are airing DR-based campaigns at the same time they introduce new products on store shelves--a major turnaround from the 'say-no-to-DR' past.(Consumer Products)
September 1, 2007... Advertising retail products through direct response channels has progressed a long way from years ago when Chia Pets and Flowbee haircutters ruled the airwaves. Two decades later, companies that once turned their noses up at direct response...

'Tis the season: understanding retail's seasonal calendars can boost your sales.(Retail Seasonality)
September 1, 2007... During the past 24 years, my company has brought a multitude of products to market through direct response television (DRTV). Of course, we're always on the lookout for the next new and innovative thing. While the company has successfully...

Response Magazine's 12th 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.(Industry Report)(Industry overview)(Company overview)
September 1, 2007... As we close in on 2008, the direct response television (DRTV) market continues to solidify its base as a key driver in the corporate marketing world, while still remaining true to its product-driven roots. DRTV can no longer be considered its...

A thaw in the agency cold war? General agencies are learning that their clients want more direct response included in their campaigns--and some are even reaching out to leading DR agencies with open arms.(General Agencies)
September 1, 2007... General agencies wondering why a growing number of clients are looking to add a direct response component to their brand advertising strategy, could arguably find the answer in one word: accountability--or as John Fuller, president of Culver...

Widget marketing 101: plan ahead so they will spread.(Media Zone)
September 1, 2007... A year ago, widgets were barely a blip on the direct response radar. Today, they're the Web's hottest trend and are page-one material on the blogosphere beat. Widgets are small applications that people run directly from desktops or Web...

Are you purchasing call center services the same way you buy gasoline?(Support Services)
September 1, 2007... We have all felt the increasing cost of transportation each time we pull our automobiles into a gas station for a routine fill-up. If you're like most people, your eyes might gaze at the large signs outside every gas station, boldly declaring...

The growing importance of U.K. 'teleshopping windows' for DR advertisers.(Global Perspective)
September 1, 2007... Infomercials have been a mainstay of advertising in the United States for many years. However, many U.K. companies have been reluctant to fully exploit long-form direct response advertising. The continued success of traditional "live" home...

Online video comes into its own, but still isn't perfect.(Net Gains)
September 1, 2007... With an increasing amount of television commercials appearing online, the Internet has become the new home of multimedia content. According to eMarketer, Internet video spending in the United States will nearly triple this year--to $640...

DR bonds radio with the Internet.(Radio Waves)(new media of advertising)
September 1, 2007... More and more advertising dollars are flowing away from the "established" media of TV, radio and print to the Internet. But the days of making easy money off the Web are long gone. Instead, it is becoming increasingly difficult for dot-coms to...

You can't turn down this 2-for-1 offer.(Legal Review)(Editorial)
September 1, 2007... As a regular reader of Response Magazine, you are eligible for an exclusive, limited-time FREE offer--two legal columns for the price of one! That's right, this month's legal column is really two columns in one--and the extra information won't...

Five helpful tips for successful Web redesign.(Guest Opinion)
September 1, 2007... Yesterday's Web site is about as interesting as yesterday's news. It may have some historical value, but no one pays much attention to it. Smart companies update the content of their Web sites regularly and periodically undergo a redesign to...

Meet our advertisers.(Directory)
September 1, 2007... AIS See our ad on page 39 Atomic Direct CONTACT: Doug Garnett PHONE: 503-296-6131 E-MAIL: doug@atomicdirect.com URL: www.atomicdirect.com See our ad on page 46 Avalanche Creative Services CONTACT: Ava...

Response ... on the road.(But Wait, There's More!)
September 1, 2007... The summertime usually means a lighter travel schedule in the DR business, but Response Magazine still had a series of events to attend in locations as diverse as Santa Monica, Calif., Lansing, Iowa, and Washington, D.C. Take a look to see...