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DRMA Voice May 2013

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7 May, 2013


DRMA Member Benefits

Blue Arrow We hope you enjoyed Response Expo in San Diego last month! Thanks for your attendance and to all of our sponsors and exhibitors!

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, Location TBD, Southern California.

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 today!

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Photo Gallery
Legal and Regulatory Voices of DRMA
Product Demonstrations Deliver Reward … and Risk 
Every marketer knows that nothing drives sales like showing the product in action. Product demonstrations are arguably among the most important selling points in direct response marketing. However, the persuasive power of these demonstrations also brings inherent risk because they have become favorite targets for competitor challenges and consumer class action plaintiffs’ attorneys.
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FTC IDs Deceptive Advertising/Marketing Practices as Key Enforcement Target 
In summarizing the achievements of the Federal Trade Commission (FTC) during the past year, Edith Ramirez, the newly appointed chair of the FTC, identified 11 different areas in which the FTC has been, and expects to continue, concentrating its enforcement efforts. One of those areas of concentration is deceptive advertising and marketing practices. As the FTC’s website explains, “Consumers should get what they pay for. The FTC works to ensure that national advertisers can back up the claims they make for their products, especially health and safety claims.”
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FTC Seeks to Cramp ‘Mobile Cramming’ 
It seems that every time the Federal Trade Commission (FTC) announces new guidelines or brings a new enforcement action to try to keep pace with fresh forms of consumer deception emanating from the explosive growth of online and mobile technology, another type of hucksterism arises to command its attention. The latest is “telephone cramming” (unauthorized third-party phone charges) that apparently has now migrated from the offline, wired world to the wireless domain. Mobile phone users now have to add “mobile cramming” of fake charges for phony services to their list of unscrupulous marketing tricks to watch out for on the digital advertising horizon.
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Negative Option Marketers Must Comply With Applicable State Laws 
Most marketers that sell products or services that either automatically renew or are delivered on a continuous basis until a consumer cancels are well aware of the federal laws that apply to these marketing plans. But marketers cannot overlook the various state laws that govern these plans, which in many respects place greater requirements on sellers.
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Monarch Direct ReponseDRMA Spotlights Monarch Direct Response: A New Reign

“We strive to bring the highest levels of profitability to our clients, while simultaneously offering valuable media time and one of the highest levels of personal service in the industry,” says Eitan Cohen, president and CEO of Sherman Oaks, Calif.-based Monarch Direct Response. “We create sales through the use of multichannel marketing, using the most advanced, cutting-edge analytics and research tools to target our clients’ customers and drive them to take action.”

Cohen’s company — a long-time Direct Response Marketing Alliance (DRMA) member — was founded in 2007 as Media Stream Direct. But with vast growth continuing, Cohen and his team decided to re-brand and rename the business early this year (while also starting a new website at

Read the complete April 2013 DRMA Spotlight of Cohen and Monarch Direct Response here. Response Magazine highlights different DRMA members each month in our DRMA Spotlight. Interested in learning more? Contact John Yarrington at or (714) 338-6724.

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