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Direct Response Marketing

News Corner January 9, 2013

9 Jan, 2013 By: Doug McPherson


Cannella Response Television announces the addition of two members to its Burlington, Wis., headquarters staff: Mike Heflin, senior cable media buyer, and Amanda Davis, client services associate. Heflin will relocate to Burlington after rejoining the company in September as a media buyer/account director in Los Angeles. Davis joins Cannella from Weigel Broadcasting, where she was a national sales and marketing assistant, facilitating advertising orders and managing media schedules across seven television stations.  

The Direct Marketing Association (DMA) announces that Federal Trade Commissioner Julie Brill and Doug Gansler, attorney general of Maryland will be guest speakers at the DMA in DC event in Washington, an intimate thought-leadership event limited to 100 attendees on March 12-13 at the Madison Hotel. The event kicks off with a day of keynote addresses and concurrent sessions – and then provides access to policymakers shaping the marketing landscape in Washington during a day on Capitol Hill.

OrderMotion Inc., a SaaS platform for direct-to-consumer campaign and order management, launches its new website, www.ordermotion.com. CEO Marty Fahey says the site “cohesively reflects our thought leadership and our ever-growing system capabilities that provide a seamless cross-channel experience and enable the application of retail science to the direct-to-consumer industry.”

Karlin+Pimsler, a DRTV agency in New York, creates a new ad campaign for Annuity.com, a leading online network for purchasing annuities. The campaign uses an entertaining concept to reach consumers by showcasing how safe an annuity is through the ongoing image of a “safe man” who follows consumers throughout their daily lives. Karlin+Pimsler also has created campaigns for J.G. Wentworth and SunSetter Awnings.

Marketingworks and Marketing Maven Public Relations announce a partnership to accelerate connecting B2B and B2C agencies and companies with a growing Hispanic market. Marketing Maven Public Relations will coordinate with Marketingworks’ social media marketing and digital word-of-mouth influence to generate interactive marketing campaigns to reach the Hispanic market via integrated marketing techniques.

C Spot Run Productions, a direct response agency since 1997, launches C Spot Run Direct, a full-service digital management and creative agency. Industry veteran and U.S. Hispanic direct response pioneer Nadia Ashrafian Lessani joins that new agency as response tactics and strategy director. She brings more than 12 years of experience as founder and president of Capital Media Inc.

Delivery Agent, a shopping-enabled entertainment company, launches a program that allows commerce to be added to mobile, social and Web applications tied to TV. The first application is the FX “Sons of Anarchy” app that lets viewers shop for merchandise they see on the show.

Liberty Media came closer to its goal of taking control of satellite radio broadcaster SiriusXM this week, with the Federal Communications Commission’s (FCC) decision to grant regulatory approval for the acquisition. Liberty had been waiting for the FCC’s decision since filing the request for approval in August 2012. A previous application to take control of Sirius XM was rejected by the FCC in May 2012, at the satcaster’s urging, because it didn’t outline a plan that would give it control in sufficient detail. In the more recent application, Liberty disclosed that it bought 94.3 million shares in Sirius XM for $243 million in August 2012, giving it a 48-percent stake in the satcaster, and intended to buy enough stock to increase its stake to over 50 percent within 60 days of receiving permission from the FCC.

Businesses are making Louisville, Ky., a laboratory for marketing to the over-65 set. An "experience center," at 18,000 square feet, is scheduled to open there next year. It will be a place where startups and other companies can demonstrate and test new products for seniors. InnovateLTC is the organization behind this project. The idea is that the center, a kind of mall for seniors' products, will draw consumers and industry leaders from across the country.

A survey of nearly 2,000 smartphone-owning adults by St. Louis-based agency Moosylvania finds that 71 percent of consumers conduct pre-shopping research on their phones, 30 percent while on the go. Nearly three-quarters of shoppers use their phones in-store to compare products; a similar amount use their phones to compare prices. While high-involvement purchases (such as electronics, travel and automotive), are among the most heavily researched categories, low-involvement categories (such as movies, gifts and apparel) are also being researched.

AARP is kicking off new original programming on finance and health-and-beauty for its recently redesigned YouTube channel. Entertainment, travel and technology content will follow. The organization launched “Ageless Beauty with Lois Joy Johnson” last week with scheduled programs on topics such as “How to Look Great in a Photo” and “How to Look Fabulous at Your Reunion.” AARP’s focus shifts to saving money with its second series debuting Jan. 15, “The Cheap Life with Jeff Yeager.”

CBS is expanding a second-screen iPad app to include “CSI:” and “Hawaii Five-O” after an initial launch with “NCIS: Los Angeles.” Plans call for expansion to other series. The second-screen opportunity falls under the umbrella of the expansion of CBS Connect to an iPad app. Launched last spring online, CBS Connect provides a single home for social-media conversation about CBS shows across multiple dayparts. CBS Connect allows viewers to interact with one another and includes Tweets from talent.
 


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