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Direct Response Marketing

News Corner June 19, 2013

19 Jun, 2013 By: Doug McPherson

After a hiatus of almost 20 years, Rick Feldman, who began his career in the media business at InterMedia Advertising, returns to the agency that has now expanded into the InterMedia Group of Companies as vice president of marketing and strategy. In that role, Feldman will help create the positioning and promotional approach for the agency’s full complement of companies, as well as developing high-level strategic direction for many of the agency’s clients.

IMS, a direct response research, monitoring, and analytical reports company, announces Jeff White as chairman and CEO, and Mark Thompson as chief technology officer. White spent 20 years at HP managing global businesses. Since then, he has founded and operated multiple tech startups. Thompson has worked in military intelligence, big data analytics and digital video analysis. White says the “new” IMS will enhance its user experience, allowing for increased data visualization; expand its TV network coverage to include Spanish television; grow its monitoring capabilities to include local broadcasts and real-time data reports; and provide for mobile alerts, internet TV, and real-time video tracking and analysis.

The Me-TV Network signs three new affiliation agreements with Gray Television stations: KSNB-Lincoln, Neb. (DMA #105), WSWG-Albany, Ga. (DMA #145) and WTVY-Dothan, Ala. (DMA #169). These new affiliates bring Me-TV to 150 markets. The network now clears 90 percent of the country.

InfoTech displayed some of its products in New York City this week at the Securities Industry and Financial Markets Association Tech Show, including its comprehensive research authoring software and its mobile research library network that distributes research onto mobile devices. It also shared new tools for social media, including products that help automate social media campaigns, track performance and statistics, and social sharing.

InterQuantum, a specialist in direct response marketing and retail distribution for new and evolving products, is retained by Japanese company KOWA to introduce its new line of nutritional products to the U.S. marketplace. 

Northern Response, a direct response, home shopping and retail product distribution company in Toronto, announces its product and multi-brand placement at Wal-Mart has grown significantly in all areas including the check-out section, which now boasts more than a dozen best-selling As Seen On TV SKUs including: Café Cup, Flip Jack, Edge of Glory, Pedi-Spin, Salon Express, Pyramid Pan and Twist N Clip.

C Spot Run Productions, the creative division of C Spot Run Direct, announces its latest direct response commercial, “Squatty Potty.” Squatty Potty is a patented plastic footstool that elevates users’ feet to allow for better bowel movements when using a modern day toilet. The company also announces it has completed “Hot Stuff Go Pop Compacts,” a pure-play direct response drive-to-retail commercial. Hot Stuff Go Pop Compacts will be available at retail in late August 2013 and is supported by a national 30-second and 60-second TV campaign. C Spot Run Productions also designed the website and retail packaging.

Kathi Moore joins Hawthorne Direct as vice president and account director. She has nearly 30 years of experience in direct response marketing and will be based in Los Angeles.

The Pew Research Center’s Internet & American Life Project reports a majority of Americans now own a smartphone of some kind. More than half (56 percent) of cell phone owners surveyed in April and May said their phone is a smartphone, and 58 percent said their phone operates on a smartphone platform. Taken together, 61 percent said “yes” to at least one of the above questions.

CBS Interactive’s exclusive ad sales pact with video platform Twitch.TV is history. Twitch – which specializes in live footage of video games being played – is dropping CBSi to form its own internal ad sales unit. Jonathan Simpson-Bint, chief revenue officer at Twitch, said the partners would remain close. Simpson-Bint said, “We still need to build our national advertising business, and CBSi is a significant content provider."

Mark Loughney, vice president of sales and strategy research for ABC, told MediaPost last week that ABC has found that “regardless of screen size, most advertising performs equivalently because people tend to orient themselves to the size of the screen. They typically wear ear buds if they are looking at smaller screens so that the audio isn’t degraded. We have been able to repeat that result across time and platform. We have also conducted some field research where there is no forced exposure as there is in a lab situation. If people see content on more than one platform, the ads tend to perform better. Our conclusion is that cross-platform is really advantageous for advertisers.”

ESPN will shut down its 3DTV network at year's end. It was launched three years ago, "initially to bullish prospects," though now ESPN says, "there was not enough interest in the service from a consumer perspective," writes Multichannel News. ESPN3D "had carriage deals with six top distributors making the channel available to some 75 million households, though only a limited number of pay-TV customers actually subscribe to it."

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