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Response This Week July 23, 2014

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23 Jul, 2014



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Marketer of the Year

Leveraging Call Data to Grow Revenue

TV viewing habits are changing. Mobile is exploding, but doesn’t convert like other media. How do you adapt your marketing strategy to not just survive, but thrive? Empire Today, the shop-at-home flooring and window treatment company, turned to Invoca’s cloud-based call intelligence solution to power their inbound call marketing and reaped the benefits – growing revenue through new channels by 200 percent. 

How did they do it? Read the details in the Empire Today Case Study.

AOL Betting It Can Attract DR Brands 
NEW YORK - AOL claims its programmatic selling platform, Adap.TV, will let advertisers gauge whether TV ads are driving people to the Web, the phone or into stores to make purchases, reports Mike Shields, a Wall Street Journal blogger.
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Orgs Tangle Over Marketplace Fairness Act 
WASHINGTON – An apparent attempt by U.S. Senators to get backdoor passage of the Marketplace Fairness Act (MFA), which would allow states to tax remote Internet and catalog sales, has upset marketing industry organizations.
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Facebook Tests 'Buy Button' for Instant Purchases 
MENLO PARK, Calif. – Facebook is testing a new "buy button" that lets its users buy items from advertisers without leaving its site. Facebook has recruited a "few small and medium-sized businesses" to test the tool.
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Copyright Office Refuses to Process Aereo's License Application 
WASHINGTON – The U.S. Copyright Office reports it won't process Aereo's application for a compulsory license to broadcast TV shows.
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FTC Offers Easier Compliance for Child Privacy Regs 
WASHINGTON – The Federal Trade Commission (FTC) is making it easier for app developers to get parental approval for data collection, the Daily Online Examiner reports.
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NEW a2b 468 4-23

Hawthorne Direct, a full-service brand response advertising agency, creates a new TV commercial and several branded videos for its client, :DentalPlans, to support the launch of a new brand.

CoreMedia Systems, a media and response management software provider, adds eight new DRTV agency clients and passes a new milestone in the company’s growth. Core’s clients currently manage more than $5.5 billion in direct response media spend, generating 300 million consumer responses.

The Direct Marketing Association (DMA) is expanding its communities program to foster industry leadership and networking opportunities for DMA members. The program offers roundtable discussions and knowledge sharing among data-driven marketers, while giving members thought-leadership, speaking and writing opportunities.

Walgreens is testing a new digital program that sends customers coupons related to weather via E-mail or SMS. For example, on high-pollen index days, consumers would be sent coupons for Claritin and Allegra.

The Broadcasters’ Audience Research Board tests a ‘peoplemeter’ that records how many people are in the room as part of a wider push to uncover new TV data capture methods. The tool features both audio fingerprinting and watermarking to determine what’s being watched and by how many.

Only a third of consumers regularly consider sustainability in their purchasing decisions, according to a global study by Accenture.

CBS lost its lead among viewers 18-49 this past TV season to NBC, but it maintained a strong position in the just completed upfront market and touts good creative momentum. Nina Tassler, chairman of CBS Entertainment, says CBS tops all major broadcast networks when it comes to Emmy nominations (47) – second to HBO’s 99 nods.

Alibaba Group Holding Ltd. announces it has decided to push back its initial public offering – which analysts project could raise more than $20 billion – until after Sept. 1.

Online video startup FilmOn X is now arguing that it’s entitled to a compulsory license to broadcast television shows. FilmOn X says the recent Supreme Court ruling against rival company Aereo supports the view that the streaming video startups are “cable systems,” which qualify for licenses.

Nielsen reports Americans aged 18-24 watched a weekly average of a less than 22 hours of traditional TV during the first quarter of 2014 – a 95-minute drop from first-quarter 2013, which in turn had been down by 80 minutes from the year before.

The Interactive Advertising Bureau (IAB) says Americans are choosing original digital video programming over news, sports and daytime TV. Nearly a quarter of American adults watch original digital video each month. IAB Vice President Sherrill Mane concludes, “This consumer enthusiasm translates into increased ad dollars into original digital video.”

Basic cable network, WE TV, enters the original scripted programming arena with the premiere of “The Divide,” an eight-episode legal drama series.



eTail East 2014
August 11-14, 2014 | Philadelphia
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NACDS Total Store Expo 2014
August 23-26, 2014 | Boston
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The Titans of Direct Response
September 11-12, 2014 | Stamford, Conn.
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DRMA Marketer of the Year Award Event
September 17, 2014 | Las Vegas
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View All Events


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: Brand Manager, Direct Mail Communications - Capital One
Location: Richmond, Va.
Posted: 6/22/14

Position: Creative Director/Art Director - Beachbody
Location: Santa Monica, Calif.
Posted: 6/9/14

Position: Marketing Operations Specialist - BLR
Location: Danvers, Mass.
Posted: 6/3/14


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