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Response This Week September 5, 2012

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5 Sep, 2012

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INDUSTRY NEWS
FTC: ‘Your Baby Can Read’ Deceptive 
WASHINGTON – The Federal Trade Commission (FTC) continues its war on alleged deception, this time targeting the marketers of long-time DRTV success Your Baby Can Read!
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Google Ends Five-Year Quest to Sell TV Ads 
MOUNTAIN VIEW, Calif. – Google has bowed out of its online marketplace for TV ads. Instead it’ll focus on Web advertising – including its own Google TV.
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Barnes & Noble Study: TV Ads Making an ‘A’  
NEW YORK – TV ads remain a valuable way to reach college students, according to the 2012 Barnes & Noble College Marketing Report on students’ media habits and purchasing influences.
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Multiple Screens Make Consumers Jugglers: Google Study  
MOUNTAIN VIEW, Calif. – Picture the average consumer juggling a computer, a smartphone, a tablet and a TV and you have a good snapshot of the way they handle media, according to a new study from Google.
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Marketers Tap Search Retargeting for DR Goals 
SAN FRANCISCO – Retargeting, or keeping your brand in front of consumers after they’ve visited your website, is often used with other marketing tactics, so says a new whitepaper from Chango, a search retargeting firm. The study found that 84.8 percent of North American brands and agencies used social media marketing alongside search retargeting.
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Job Board
NEWS CORNER

BlueHornet, an enterprise E-mail marketing provider, announces its second consecutive annual win for the Best Use of Email Marketing ClickZ Connected Marketing Award, for its client, Bare Escentuals. The cosmetic company, known for its mineral-based makeup and skincare, and agency were recognized for the Bare Escentuals Pretty Big Tuesday Deals holiday campaign.

Ayal Latz, president of a2b Fulfillment, a third-party logistics provider with a specialty in consumer-direct order fulfillment and business support services, will co-present a session at the ERA’s D2C Convention at the Wynn Las Vegas called “Back End Bloopers – Avoid the Top 10” on Thursday, Sept. 13 at 10:30 a.m.

Toronto-based Northern Response Intl. Ltd. Announces the placement of its “My Comfort” health and wellness line into Canadian and U.S. retailers.

COLLOQUY, a LoyaltyOne global research group, will provide free live streaming coverage of the 3rd Annual COLLOQUY Loyalty Awards on Wednesday, Sept. 12 from Rancho Palos Verdes, Calif. from 12:30 to 2 p.m. PST.

Broadcast and cable TV repeat episodes only average 43 percent of the original episodes’ C3 ratings (commercial ratings plus three days of DVR playback) among 18-49 viewers, a new report from ad agency RPA has found. That’s down 3 percent for the 2011-2012 season.

Time Magazine’s mobile technology issue finds that in the U.S., 29 percent of people start and end their day with their wireless device. 68 percent of people surveyed say they keep their phone next to their bed at night.

Starting December 13, the CALM (Commercial Advertisement Loudness Mitigation) Act by the Federal Communications Commission (FCC) requires both promos and advertising to have the same average volume as programming.

Mary Meeker’s Internet trends report says consumers spend about 10 percent of their time with mobile, but the medium only commands 1 percent of U.S. ad dollars. In response, the Mobile Marketing Association (MMA) has come up with a “7-percent solution” – recommending that mobile should be 7 percent, on average, of current ad budgets.

Internet radio service Pandora reports that revenue rose 51 percent in its fiscal second quarter, nearly doubling its mobile revenue from a year ago.

Trendrr, an analytics company that aggregates publicly available social media commentary about TV and TV shows, found that in June 2012 there were more than 81 million conversations about TV on Twitter, Facebook and a host of other social media properties, including GetGlue, Miso and Viggle. In June 2011, there had been just 10.4 million, based on Trendrr’s tracking.

A new study from Harris Interactive, on behalf of MediaBrix, shows that only 28 percent of Facebook users prefer to see standard banner ads in Facebook apps, and 72 percent prefer to see immersive and interactive ad units. About 40 percent of smartphone owners prefer to see standard banner ads in mobile apps while 60 percent prefer to see immersive and integrated ad units.

AT&T AdWorks is expected to launch an ad platform this month that lets brands to target ads online based on TV and mobile data. The AdWorks division worked with AT&T Labs to develop an algorithm that allows brands to target audiences based on aggregate demographic data from TV programs watched or downloaded on apps, games and videos on mobile.

UPCOMING DR EVENTS

COMING UP:

Shop.org Annual Summit
September 10-12, 2012 | Denver, Colorado
More On Event

ERA D2C Convention
September 11-13, 2012 | Las Vegas, Nevada
More On Event

DRMA Marketer of the Year
September 12, 2012 | Chateau Rooftop, Paris Las Vegas | Las Vegas, Nevada
More On Event

View All Events

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: Media Buyer Planner (Direct Response) - Fine Light Inc.
Location: Bloomington, IN
Posted: 8/3/12
View/Apply

Position: Affiliate Marketing Coordinator
Location: Aventura, FL
Posted: 8/3/12
View/Apply

Position: Quality Control Manager - Sales, HTI
Location: Atlanta, GA
Posted: 6/25/12
View/Apply

View All Jobs

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