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Direct Response Marketing

News Corner August 7, 2013

7 Aug, 2013 By: Doug McPherson

Hawthorne Direct, a full service brand response ad agency, names Tina Wisner as the company’s director of data science and analytics. Wisner will work in the company’s headquarters in Los Angeles.

ION Media Networks announces the promotion of Blaine Rominger to executive vice president of long form, direct response and digital sales.

800response, a provider of vanity 800 numbers and Web-based call tracking, debuts a new employee codes feature used to tag inbound calls that lets businesses categorize, filter and monitor their phone calls by individual employees or departments.

DNA Response Inc. launches a multi-channel commerce solution for JoeyBra™, the first bra with a pocket large enough to store a phone, credit card, ID and key. DNA is helping generate revenue by offering JoeyBra through 19 online marketplaces, such as, and through brick-and-mortar retailers, catalogs and home shopping TV networks.

Direct response marketing agencies Media Design Group and Revenue Frontier were honored July 27 for their 2012 White Christmas event, which they planned and sponsored for the children and families of the Upward Bound House Family Shelter in Culver City, Calif.

23andMe, a personal genetics company, launches “Portraits of Health,” the company's first TV ad campaign. The campaign educates consumers about how understanding their DNA can help them make more informed and proactive health decisions.

Ensequence, a supplier of advanced television products, announces the appointment of David Kline to chief operating officer. He will lead the development of new and innovative interactive advertising products and services working with distributors, programmers and advertisers.

ZenithOptimedia has a deal to gain proprietary access to data from digital ad company Collective that could help the agency group better target TV viewers based on their online behavior. Analytics opportunities include finding TV content favored by people who are in the market for a particular product or have done something specific online.

A second-screen device may be the only TV screen – as well as a key factor in multi-screen activity – according to a recent study. Eighty-five percent of tablet owners and 65 percent of smartphone owners in 15 countries view online content on those devices instead of on their TVs at least some of the time, the quarterly study from NPD DisplaySearch finds.

Consumers participating in the American Customer Satisfaction Index (ACSI) annual E-Business scores report, produced in partnership with ForeSee, cite the quality of advertisements and page load speeds as two factors they like least about search and portal websites. Google remains the most satisfying search engine, despite a 6-percent slide to a score of 77, but its primary rivals Bing and Yahoo tie for second at 76 with declines of 6 percent and 3 percent, respectively. MSN and AOL scored 74 and 71, respectively. Overall satisfaction with e-business dropped 3.9 percent to 71.3 on ACSI's 100-point scale. The score is the lowest since 2002.

Fifty-eight percent of smartphone owners regularly showroom and buy products from online retailers while in brick-and-mortar stores, says a new study by Texas-based Parago, which develops incentive programs for clients, including Staples, Sprint and The Home Depot.

Pinterest introduces a new feature that will benefit users who use the social network for shopping. When the price on an item that they have pinned drops, Pinterest will E-mail the user to let them know. The E-mails will be bundled to avoid inbox overload. In addition, the feature can be turned off, for those users that don't want to receive the E-mails.

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