CORPORATIONS IN THE DR NEWS

Since the deregulation of cable television media time in1984, direct response marketing has flourished as a discipline and has slowly transitioned from a marketing practice utilized by small companies and entrepreneurs to a marketing concept embraced by the largest corporations in the world.

Direct response marketing’s natural ability to provide immediate results combined with mutual accountability between agencies and marketers are key factors as to why this marketing ideology has been adapted by so many large U.S. corporations. Add the fact that corporation can better monitor who is buying its products and services via direct response mechanisms and an increased ability to sell future products and services to newly acquired customers — direct response becomes an incredibly powerful tool. 

Direct response also allows marketers to demonstrate a product, inform and educate consumers of product benefits, and — simultaneously — build a brand. Therefore, direct response is an excellent means to showcase new, expensive and difficult to understand products.

Please click on the below links to read about a variety of corporations that have successfully used direct response to market one or more of their products:

• June 2006, Schering-Plough
• May 2006, Wagner Spray Tech
• April 2006, Armani Cosmetics
• March 2006, Ronco Intl.
• February 2006, Philips Medical Systems
• January 2006, CNN
• December 2005, Gateway Computers
• November 2005, MTV
• October 2005, Vegas.com
• September 2005, Wal-Mart
• August 2005, Manulife Financial
• July 2005, SonyBMG
• June 2005, Pharmaceutical Companies
• May 2005, Sears
• April 2005, Bare Escentuals
• March 2005, Sunbeam Products Corp.
• February 2005, 1-800 DENTIST
• January 2005, Los Angeles Dodgers
• December 2004, Vonage
• November 2004, Discovery Networks
• October 2004, Microsoft Corp.