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Response This Week August 17, 2016

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17 Aug, 2016

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CASE STUDIES
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Entering the World of International E-Commerce

Each year, more and more customers are looking outside of their country’s borders for online purchases. Ensuring that your website is ready for foreign markets can be as simple as choosing one word over another, but can mean the difference between expanding your international consumer base or an increase in abandoned shopping carts. Here are some things to consider when entering the world of international e-commerce.

 

INDUSTRY NEWS
AT&T to Offer 60-Second Addressable Ads to Nearly 14 Million 
DALLAS – AT&T says it will serve 60-second ads to nearly 14 million addressable TV households through AT&T AdWorks. The 14 million homes are DirecTV viewers – AT&T just completed its purchase of the satellite multichannel TV company earlier this year.
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Study: EMV Overrides Fraud, Other Payment Priorities 
WASHINGTON – Retailers’ top payment issue in 2016 is reducing credit and debit card fraud by implementing Europay MasterCard Visa (EMV) chip card acceptance. But EMV issues, such as point-to-point encryption and tokenization, are hampering retailers’ efforts, according to a new study from the National Retail Federation (NRF) and Forrester.
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Guthy-Renker Announces Major Changes 
EL SEGUNDO, Calif. – Direct-to-consumer mammoth Guthy-Renker reports it has transformed itself into “a more nimble and entrepreneurial” health and beauty company. Last year it launched three brands – IT Cosmetics, Crepe Erase, and Dr. Denese – and is expected to launch at least three more this year.
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FTC Sues 1-800-Contacts for Curbing Competitors’ Online Ads 
WASHINGTON – The Federal Trade Commission (FTC) says 1-800-Contacts has crossed the line in trying to control how its name is used by competitors and is seeking an order prohibiting 1-800-Contacts from engaging in that activity and many others.
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TV Remains Vital Ad Strategy for B2C 
TORONTO – TV advertising is still the primary focus of marketing efforts for 22 percent of U.S. businesses who call it “their number-one priority channel,” says a new study from research firm Clutch and marketing agency R2integrated (R2i).
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NEWS CORNER

Bestselling author of Ask More, Get More and DRTV host Michael Alden releases his second book: 5% More: Making Small Changes to Achieve Extraordinary Results. The book, which has gained acclaim by industry leaders during its pre-sale launch, presents readers with a painless route to change promising results that stick. The Amazon Editorial staff has chosen 5% More as one of the “Best Books of the Month” for August in the Business & Leadership category, alongside other notable authors John C. Maxwell and James Andrew Miller. 5% More also is currently available for pre-sale at Barnes & Noble and officially releases on August 29.

Manhattan Media becomes agency of record for four clients: Developlus, a beauty and hair care company; Strides Pharma Inc., a pharmaceutical company; Inova USA (Maxi Climber System); and Next Gen Health SolutionsLLC (Red Fortera).

Viacom network Logo and Big Gay Ice Cream promote the hit series “RuPaul’s Drag Race” with a “big gay ice cream truck” serving free mini cups of ice cream and rainbow popsicles around New York on August 24-25. The truck will feature a flat-screen TV showing clips to the upcoming season.

Time Warner's Turner makes an equity investment in millennial women's digital content company Refinery29. Turner and Refinery29 will work to create content and programming for Turner networks.

3Cinteractive (3C) and Sparkfly partner to let brands create and distribute mobile offers, through 3C’s messaging platform, that are redeemed at point-of-sale.

An appellate court reverses a Federal Communications Commission (FCC)order aimed at encouraging municipal broadband. A three-judge panel of the Sixth Circuit Court of Appeals ruled that the FCC lacked authority to invalidate state laws hindering muni-broadband and that Congress never empowered the agency to trump states' ability to regulate how their "subdivisions" – meaning cities and towns – provide web service.

In July, the national TV cost index climbed to 121, up nine points from June, according to the RealCost Index, a collaboration of MediaPost and SQAD indexing the average cost of national TV advertising time. The index rose four points higher than July 2015, showing some year-over-year momentum. According to historical data, July 2016 generated the highest national TV prices since July 2013, when he index stood at 126.

The National Advertising Division (NAD), a self-regulatory unit administered by the Better Business Bureau, tells Comcast it should stop saying it offers the "fastest Internet" in America based on Ookla’s 2015 Speedtest.net testing. NAD found that Ookla's methodology didn't support Comcast's ad claims.

Gian Fulgoni, comScore’s co-founder, becomes CEO of the media audience measurement giant, replacing Serge Matta, who moves to executive vice chairman. And comScore’s Bill Livek, executive vice chairman and president, now heads the company’s TV, cross-platform, and movies measurement businesses.

eMarketer downgrades U.S. Twitter usage projections amid nearly stagnant growth reported by the company in second quarter of 2016. By the end of this year, 52.2 million U.S. users will access their Twitter accounts at least once a month – a 2-percent increase over last year.

Ratings for the Rio Olympics are lower than the numbers NBC scored four summers ago in London, but NBC Sports Group Chairman Mark Lazarus says the Olympics will be the broadcaster’s “most economically successful Games in history.”

August 2016 research by Trusted Media Brands (formerly Reader's Digest Association) says almost one-fifth of U.S. media decision-makers are planning to invest in live stream video ads by the end of the year.

Pinterest invites advertisers to buy CPM campaigns using an auction-based system. The change will help brands “get more impressions for their campaigns at more efficient rates which ultimately drives higher results,” a Pinterest spokesman says.

UPCOMING DR EVENTS

FEATURED EVENTS:

DRMA Marketer of the Year Event
Sept. 14, 2016 | Las Vegas
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DRMA Winter Bash
Dec. 6, 2016 | New York
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ALSO COMING SOON:

eTail East 2016
Aug. 15-18, 2016 | Boston
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LeadsCon New York 2016
Aug. 22-24, 2016 | New York
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JOB BOARD

Check out all of the new postings on Response's Job Board!
A niche job board for those with careers in all aspects of the direct response industry. Here are the featured jobs of the week:

Position: Account Executive - Consumer Attorney Marketing Group (CAMG)
Location: Woodland Hills, Calif.
Posted: 8/1/16
View/Apply

Position: Online Marketing Specialist, Traffic Acquisition - SmarterTravel
Location: Boston
Posted: 7/22/16
View/Apply

Position: Direct Response Marketing Vice President - Ideal Living
Location: Sherman Oaks, Calif.
Posted: 7/9/16
View/Apply

View All Jobs:
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