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DRMA Voice August 2016

MOY 2016
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9 Aug, 2016

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Upcoming DRMA Events

DRMA Marketer of the Year Event: Wednesday, September 14, 9 p.m.-midnight, Las Vegas. Click here to RSVP!

DRMA Winter Bash: Tuesday, December 6, 6-9 p.m., New York. Click here to RSVP!

DRMA Benefits and More

Take just one minute to check out our new animated video designed to drive DRMA membership — and once you've taken a look, share it with your fellow business leaders as we drive the DRMA to become the industry's most inclusive and wide-ranging organization: http://www.responsemagazine.com/drma/benefits-drma-membership

Do you need industry visibility? Market intelligence? Campaign management? Get the DRMA Top 240 Ranking Report. In conjunction with research partner DRMetrix, the DRMA is monitoring the 100 leading cable networks – 24/7/365 – for the most comprehensive ranking of performance-based marketing on TV. To find out more, please visit: http://drmetrix.com/drma_login.php

To find our more about these benefits and the many others available to DRMA members, please visit our DRMA Member Benefits page today!

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2016 MOY
Legal and Regulatory Voices of DRMA
Warner Bros. Settles FTC Charges It Failed to Adequately Disclose Payments to Online Influencers  
More brands are paying online “influencers” to engage with, positively review, and market their products. However, a recent federal action reiterates the importance of clearly disclosing the sponsored nature of such content.
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This Summer, Don’t Reach for the Rings 
For a marketer, the Olympics are an almost irresistible opportunity to build brand awareness and leverage goodwill. That is why brands such as Visa and Coca-Cola spend more than $100 million to be official Olympic sponsors.
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7-Eleven May Be Liable for Mislabeling Food Packages 
Scott Bishop (plaintiff), a consumer of 7-Eleven brand potato chips, initiated a class action lawsuit against 7-Eleven Inc. alleging that 7-Eleven mislabeled its “7-Select” potato chips and other 7-Eleven branded food products in violation of California’s false advertising law.
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DRMA News & Case Studies

Recent DRMA Case Studies/Exclusives

Response Magazine research partners DRMetrix and SciMark Report team up to present the industry's most accurate scorecard ever: the True Top 50. Check out the rankings for the first half of 2016 here: DRMetrix and SciMark — The True Top 50

A DRMA member case study from Marketing Architects looks at its efforts to support Somnetics' new portable CPAP for sleep apnea sufferers: Marketing Architects Leads Somnetics Intl. With CPAP Campaign ... From 'A to ZZZs'

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

DRMA Member News

DISH names Jay Roth senior vice president and chief marketing officer. He’ll head marketing, advertising and consumer insights. Most recently, Roth led direct-to-consumer marketing efforts for JP Morgan Chase’s consumer banking and home lending organizations. Also, real-time consumer data provider Neustar and DISH Media Sales form an addressable TV targeting and measurement partnership that adds to Dish’s consumer profiles, giving marketers more granular options in targeting Dish’s nearly 8 million U.S. addressable TV homes. The companies say it allows brands to reduce “wasted media spending” and to measure the overall effectiveness of marketing activities.

Direct response advertising agency Northern Lights Direct hires Jennifer Smits as associate media director, U.S.

National Merchants Association, a bankcard leader and merchant advocacy group, appoints Tim Reynolds to director of member support. The group also appoints Brian Berkenbile to vice president of sales and customer service.

Marketing and public relations agency Marketing Maven licenses the worldwide rights to patented technology that identifies threats to brand reputation via speech recognition technology.

LG Electronics USA names Horizon Media as its media agency of record. The incumbent was WPP’s Mindshare. Horizon Media will oversee communications planning and paid media activation across all channels for LG Electronics’ three primary U.S divisions – home appliances, home entertainment, and mobile phones. Last year, LG Electronics spent $415 million on advertising, according to Kantar Media.

Opportunity Media adds Z Living to its list of brands. Z Living, a health entertainment network, is a fast-growing lifestyle network delivering quality programming to a highly desirable demographic.

M2 Marketing and Management promotes Melany Koenig to vice president. Koenig is an eight-year veteran of the company and has managed several successful DRTV campaigns.

Joe Abruzzese, Discovery Communications’ ad sales chief, will retire at the end of the year, capping 46 years in the industry.

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