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Direct Response Marketing

News Corner April 23, 2014

23 Apr, 2014 By: Doug McPherson

The Response team looks forward to seeing you next week at Response Expo in San Diego. The event is slated for Tuesday, April 29-Thursday, May 1. Register to attend today: Due to the Expo, there will not be an issue of Response This Week next week. We will return on May 7.

Self-help guide, “Ask More Get More,” becomes a national bestseller. Written by motivational speaker and television host Michael Alden of Blue Vase Marketing, the book has reached No. 1 in three Amazon categories: self-help, motivation and non-fiction.

Hawthorne Direct, a full-service brand response advertising agency, is developing a new 30-minute infomercial for Kreg Tool Co. and its do-it-yourself project kit. The kit combines three popular Kreg tools and step-by-step project plans so consumers can make their own bookshelves, storage systems, built-ins and other household items.

SF Video, a distributor of intellectual property for direct marketers, is now offering video-on-demand (VOD) content that will be distributed in partnership with InteliVideo. The content can be used on desktop computers, laptops, tablets and smartphones along with the leading operating systems, including Android and iOS.

Stilson Productions announces it has acquired Ignitive Inc., a digital media firm, so it can better integrate social and digital media into the direct response world. 

Google reports its 2014 first-quarter revenue rose 19 percent to $15.4 billion, compared with a year ago. The average cost-per-click on Google's sites and those of its partners fell 9 percent year-over-year. announces the availability of search intent ads – or search ad formats – into its mobile real-time bidding exchange. The new format facilitates immediate consumer action, something Vserv hopes will make it an attractive ad format for M-commerce companies.

Twitter is rolling out new ad tools to help marketers and developers drive mobile app installs. The company has announced a set of ad creative, targeting and measurement features geared to promoting app installs and engagement both on and off Twitter. That includes the option to buy “promoted tweets” designed to drive installs as well as running campaigns outside Twitter through the company’s mobile ad exchange.

Aereo starts up a website called Aereo delivers over-the-air broadcast stations to customers via what it calls digital/Internet antennas. Because of this delivery, it believes it doesn’t have to pay retransmission fees to TV stations. Broadcasters have filed multiple legal actions against the company for copyright infringement. On April 22, the company will present its case to the Supreme Court.

A survey by LocalVox, an online local marketing services company, finds that retailers are poor at local marketing and that nearly all of 150 surveyed were flunking out. On average, stores scored 3.58 out of a possible 10, and only 11 companies registered an average grade over 5.0. Among the best were: Whole Foods, Walmart, Verizon Wireless, Best Buy and Michaels. Among the worst: SaveMart, Zales, Ahold USA, Supervalu and Quik Trip.

Walmart announces it is entering the money transfer business, undercutting the fees Western Union and MoneyGram charge. “The company is partnering with Ria Money Transfer to launch Walmart-2-Walmart Money Transfer Service, allowing customers to transfer as much as $50 for a $4.50 fee, and up to $900 for a $9.50 fee from more than 4,000 of its stores,” reports CNBC’s Krystina Gustafson.

We end on a sad note: Donald Richard Jackson, age 75 of Odessa, Del., died April 8 of chronic heart failure. He was chairman and CEO of The JCG Group Ltd., an insurance and financial services consulting company for the direct marketing industry.

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