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DRMA Voice April 2017

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11 Apr, 2017

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Legal and Regulatory Voices of DRMA
FTC v. DirecTV: Negative Options, ‘Info-Hovers,’ Icons, and More 
In 2010, DirecTV settled a 49-state enforcement action over its advertising practices, including free-trial “negative option” offers (so-called because they lead to recurring charges unless the customer cancels), the terms of which were alleged to be inadequately disclosed. While the Federal Trade Commission (FTC) was not a party, it worked with the states. Having put that matter to bed and with no allegations of a settlement breach in the ensuing years, DirecTV might have been permitted to think its regulatory troubles were behind it, right? Wrong!
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FTC Has Little to Say in Prepaid Card Advertising Case 
For regular readers of Federal Trade Commission (FTC) press releases, the recent announcement that the FTC settled its lawsuit against prepaid card company NetSpend Corp. was interesting because of the substance – or lack thereof – of the announcement itself.
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Committee Corner
The Signs From Trump’s First 75 — What Should Performance-Based Marketers Know 
For its contribution to this month’s DRMA Voice, the DRMA Education Committee decided to tackle the issues performance-based marketers are facing after President Donald Trump’s first 75 days in office – and what those issues could look like in the coming years. Rather than having a single person write the story, though, three brave souls — Imagine Fulfillment Services’ Andy Arvidson, industry creative guru Rick Petry, and THOR Associates’ Lori Zeller — raised their hands to share their opinions on the questions I posed. Read on for more.
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It’s a Bird … It’s a Brand … It’s Brand Response! 
When it comes to marketing a product or service, there are typically two overarching objectives: create awareness and drive revenue. With the multitude of marketing platforms available in today’s media environment, media strategies are much like a Rubik’s Cube: there are a number of approaches to take, and the several moving parts are ultimately massaged into place through the right balance of sophistication, discipline, and perseverance. We’ve all heard the nomenclature: “I am a brand advertiser,” or, “I am a direct response advertiser.” But, today, what does that really mean?
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You Can’t Have Community Without Unity 
When I took my first job in the direct response industry – working for a call center – nearly 19 years ago, I had no idea what I’d signed up for. It was a fast-paced business that involved much more than taking customer service calls.
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DRMA News & Case Studies

Recent DRMA Case Studies/Exclusives

The latest DRMA member case study – from Shopper Approved – detailing its work with FTD, is online now: Shopper Approved Gives FTD Peace of Mind

A DRMA member case study from Mojo looks at the solid digital success of My Shiney Hiney: Mojo Helps My Shiney Hiney Bring Sexy Back

For a full list of DRMA member case studies, please visit our Case Studies/White Papers page.

DRMA Member News

Response Publisher John Yarrington recently joined RadioMD network’s Life’s Too Short to discuss the direct response industry and opportunities for inventors and more. You can catch the interview, hosted by Melanie Cole, MS, online by clicking here.

Havas Edge, an international performance-marketing agency, hires Nicole Cordero as vice president, U.S. Hispanic Media. Cordero will provide leadership and insight to all agency departments related to Hispanic marketing.

Grammy Award winning musician Michael S. Tyrrell’s new album “Wholetones: Life, Love & Lullabies,” debuts at No. 3 on Billboard’s New Age Chart. The music was published by Barton Publishing, a widely recognized digital publisher of natural health solutions.

Hulu signs A+E Networks. The deal includes: A&E, History, Lifetime, LMN, FYI, and Viceland. A+E Networks is co-owned by Disney and Hearst. Terms were not disclosed. For its upcoming new live, linear TV service, Hulu already has deals with 21st Century Fox, CBS Corp., The Walt Disney Company, and Time Warner’s Turner – with broadcast networks ABC, Fox, and CBS starting at launch.

Motivational Fulfillment & Logistics Services, which combines direct response and 4PL retail distribution, announces it has been selected for the third consecutive year to receive the award as the Best Fulfillment and Logistics Company in Chino, Calif. The company also reports it has been issued a Certificate of Compliance for achieving full compliance with the PCI Data Security Standard v3.2 for the ninth consecutive year.

Sling TV enters programmatic advertising by partnering with Adobe’s newly unveiled Advertising Cloud to let brands bid in real time on livestreaming and video-on-demand (VOD). The offering will let marketers bid on Sling’s inventory via a private marketplace. Advertisers will also be able to target audiences on a cross-channel basis using first- and third-party data such as demographics, network and genre.

DRMetrix, a research partner of Response, announces its AdSphere Awards to honor the top network cable advertisers and brands in the direct response marketing industry. The awards will be presented at Response Expo 2017, which takes place April 25-27 in San Diego. The AdSphere Awards are the first awards program to include the entire DRTV industry, with advertisers such as Nutrisystem, Liberty Mutual, Dollar Shave Club, and many others. Learn more here:

TV news consumption rose sharply in 2016, due to the presidential election, says Nielsen. It reports an 18-percent gain in news media consumption in 2016 compared to 2015 – to 72.5 billion minutes. The bulk of this came from viewers watching TV cable news networks.



Response Expo 2017
April 25-27, 2017 | San Diego
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Loyalty Expo, presented by Loyalty 360
May 2-4, 2017 | Orlando, Fla.
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CNP Expo 2017
May 22-25, 2017 | Orlando, Fla.
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IRCE: Internet Retailer Conference & Exhibition 2017
June 6-9, 2017 | Chicago
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NAB Show 2017
April 22-27, 2017 | Las Vegas
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National Hardware Show 2017
May 9-11, 2017 | Las Vegas
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Chief Marketing Officer Summit 2017
May 17-18, 2017 | Seattle
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