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DRMA Voice June 2013

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4 Jun, 2013

DRMA

DRMA Member Benefits

Blue Arrow Increase exposure through the DRMA False Cover and DRMA Spotlight.

Blue Arrow Enjoy complimentary access to exclusive DRMA networking events throughout the year. Below is the upcoming schedule:

Blue Arrow DRMA Summer Bash: July 25, 2013, Oak Creek Golf Club, Irvine, Calif. Click here to RSVP!

Blue Arrow DRMA Marketer of the Year Event: September 25, Location TBD, Las Vegas.

Blue Arrow DRMA Winter Bash: December 10, New York Beer Company, Manhattan.

To view a complete list of member benefits, visit www.TheDRMA.com today!



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Summer Bash 2013
Legal and Regulatory Voices of DRMA
Google’s ‘Free Trial’ Advertisement Not a Binding Offer 
When can an advertisement be considered a binding offer? The U.S. District Court of Northern California needed to consider that question in Rachel Frezza v. Google Inc., which was a class action lawsuit filed by merchants alleging that Google breached contracts when it charged their credit cards during a 30-day “free trial” promotion of a service, now discontinued, called Google Tags. Tags was an online feature designed to enhance the appeal and promote the distinctive aspects of a business on the Internet. A business listing with Tags was made to stand out from others through the use of a bright yellow “tag” icon that appeared next to the listing in Google search results.
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‘Don’t Ask, Don’t Tell’ Asks for Trouble From the FTC 
The Pentagon policy of “Don’t Ask, Don’t Tell” helped keep gay servicemen in the U.S. military and out of trouble when they were still technically banned from serving in the military. The same policy, practiced by direct response merchants and those who assist them, asks for nothing but trouble from the Federal Trade Commission (FTC).
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Marketers Must Take Heed of FTC’s Proposed TSR Revisions 
Last month, the Federal Trade Commission (FTC) announced proposed changes to the Telemarketing Sales Rule (TSR). A majority of the proposal addressed the FTC’s concerns with and attempts to ban certain abusive billing and payment practices by unscrupulous marketers. However, the proposal also addressed several other areas, which for the most part did not receive much press, but in fact may have larger implications for direct response marketers.
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The Best Things in Life Are Free – Just Pay Separate Shipphing & Handling 
They say the best things in life are free, but are they free if you have to pay separate shipping and handling (S&H) to get them?
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DRMA News

InterMedia AdvertisingDRMA Spotlights Inter/Media Group of Companies: A Vast Array of Capabilities

“Inter/Media’s been doing very well, but there have been some challenges. All agency executives will tell you there have been inventory level problems, audiences have declined and response has declined as well,” says Robert Yallen, the company’s president and CEO. “We thought that with the Olympics and the elections behind us that there would be a lot more inventory. But we’ve been able to figure out a lot of solutions.”

Yallen is in his 28th year with the Direct Response Marketing Alliance (DRMA) member company that his father Sydney founded in 1974 (see sidebar). Inter/Media also has office locations in New York and Dallas, and the pride the younger Yallen takes in the work that has made the agency a half-billion-dollar business is apparent right down to the design and decoration of the corporate offices.

It’s also clear that Yallen and his team have designed an array of businesses (12 in all) and operations that can help clients find DR success in a bevy of ways.

Read the complete May 2013 DRMA Spotlight of Yallen and Inter/Media here, and view the video interview co-created by Response and Inter/Media here. Response Magazine highlights different DRMA members each month in our DRMA Spotlight. Interested in learning more? Contact John Yarrington at jyarrington@questex.com or (714) 338-6724.

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