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Direct Response Marketing

News Corner July 31, 2013

31 Jul, 2013 By: Doug McPherson

Direct marketing veteran Lucio T.I. Maramba joins Dial800 in the newly created position of manager, advanced services. Maramba brings more than 15 years of experience with call routing and call center management, digital integration, multi-variate analysis, campaign optimization and other key performance-centered functions.

Fosdick Fulfillment, a direct marketing fulfillment company, surpasses 1 million square feet of combined warehouse space in its Wallingford, Conn., headquarters and its Reno, Nev., facility. The company also reports an increase in E-commerce, continuity programs and distribution through traditional brick-and-mortar retail.

a2b Fulfillment, a third-party logistics provider, announces it worked with Second Harvest Food Bank in Greene and Putnam Counties in Georgia this summer to distribute more than19,000 pounds of food to 181 area families.

TotalProtect Home Warranty, a home protection products company, launches a new TV ad campaign created and produced by direct response ad agency Karlin+Pimsler. The creative, entitled “Bad Stuff Happens,” shows the many ways home appliances and systems can break down – and why TotalProtect is the answer for protection.

Higher Power Marketing welcomes Chase Crain as manager of media partnerships to oversee relationships with the media that carry its clients’ ads. Crain comes to the position with experience in online marketing, where he managed advertiser relations along with media-partner strategy and optimization. He is based in Phoenix.

Peter Koeppel, founder and president of Koeppel Direct, a direct response media planning and buying agency, will present “Create a Sales Boom With Baby Boomers!” during the Electronic Retailing Association’s (ERA) D2C Convention on September 26 at 11 a.m. at the Wynn Las Vegas.

Google reports generating $13.1 billion – or 93 percent of consolidated revenue – from advertising in the second quarter of 2013, up 20 percent from a year ago. Google-owned sites generated a rise of 18 percent to $8.87 billion, or 68 percent of total Google revenue.

Marketers spent 16 percent more on paid-search campaigns in second-quarter 2013 compared with the prior year, but the cost-per-click continues to rise across engines, according to a report just released by The Search Agency.

Video ad technology start-up Mixpo is rolling out new social sharing and syndication tools to will help clients blast their ads across the newsfeeds of their Facebook fans, Twitter followers and their communities on LinkedIn, Google+ and Tumblr.

With the agreement to buy the Belo Corp., Gannett will become more of a TV company and less dependent on print. In second-quarter 2013, broadcast revenues were up 3.2 percent to $212 million, with digital revenues 2.9 percent higher at $186.5 million.

The National Advertising Division (NAD), a unit of the Advertising Self-Regulatory Council, asks the Federal Trade Commission (FTC) to explore nearly two-dozen questionable advertising claims by nail polish marketer Fiore Rx.

Netflix plans to stick with its current price structure even as content costs escalate. CEO Reed Hastings says $7.99 per month is “pretty close to the right price.” The company released second-quarter results on Monday, with domestic streaming subscriber net additions up 653,000.

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