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DRMA Voice October 2013

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8 Oct, 2013


DRMA Member Benefits

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

Blue Arrow As a DRMA member, you have the privilege to recognize your fellow DRMA members by nominating deserving candidates to be on the 2013 Member of the Year ballot. The DRMA Member of the Year is an employee or leader of a DRMA member company who, during the past year, has exemplified the best and most consistent values of the direct response marketing business and has promoted both the value of DR marketing and the DRMA far and wide. Click here today to nominate an industry leader today!

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

Blue Arrow DRMA Winter Bash: Tuesday, Dec. 10, New York Beer Company, Manhattan. RSVP information coming soon!

Blue Arrow DRMA Chicago Reception: Monday, March 17, 2014, Location TBD, Chicago.

To view a complete list of member benefits, visit today!

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DRMA Member of the Year
Legal and Regulatory Voices of DRMA
Fake Online Reviews Draw Fines in New York 
The Attorney General of New York is the latest regulator to weigh in on fake online reviews. Companies in the DR industry that utilize consumer reviews or testimonials should review their practices to ensure they are complying with all applicable laws and guidelines, including New York state laws, the Federal Trade Commission’s (FTC) Endorsements And Testimonials Guides, policies of the websites or apps where reviews appear, and industry rules for promoting products.
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Online Ad Campaign Held to be False Advertising 
General Steel Corp. filed a lawsuit in a U.S. District Court in Colorado against its competitor, Armstrong Steel Corp., for trademark infringement and false advertising under the Lanham Act. General Steel and Armstrong are in the business of selling prefabricated steel buildings directly to consumers.
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The FTC Goes ‘Native’ 
Unless the government is still shut down, the Federal Trade Commission (FTC) plans to go “native” on Dec. 4, hosting a public workshop on the latest – some say disingenuous – innovation in digital advertising: so called “sponsored content,” a.k.a. “native advertising.”
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Is the Disclaimer Going the Way of 8-Track Tapes? 
The Federal Trade Commission’s (FTC) recent revision of the Dot-com Disclosure guidance certainly upped the ante when it comes to the use of disclaimers. The FTC reiterated – and in some instances – revised its guidance with respect to the prominence and clarity of disclaimers and the use and labeling of hyperlinks. The FTC also indicated that in some instances the qualifying information should appear in the text of the ad itself rather than in a disclaimer.
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DRMA Spotlights I.Predictus: Taking the Gamble Out of Media

"This is not just about direct response,” says Monica C. Smith, founder and CEO of Parsippany, N.J.-based I.Predictus. “It’s about direct mail, Web, E-mail and all of the different types of social media. Where there’s data, there’s I.Predictus.”

Smith, who also founded DR industry stalwart and fellow Direct Response Marketing Alliance (DRMA) member Marketsmith 15 years ago (she also still serves as CEO), launched I.Predictus in 2011, about three years after Marketsmith began serving the direct response space in earnest. “The concept for the technology and the delivery platform was born of necessity,” Smith says of I.Predictus. “At Marketsmith, in the role of campaign manager, we’d become very comfortable with industry data. But because the data was so disparate and so inconsistent, it caused Marketsmith to add headcount, which meant our margins weren’t getting any better. I wanted full automation, and that’s how I.Predictus was really born.”

Read the complete DRMA Spotlight of Smith and I.Predictus here, and view the video interview by Response Editor-in-Chief Thomas Haire 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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