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DRMA Voice September 2013

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10 Sep, 2017


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 Congratulations to the 13 DRMA Marketer of the Year Nominees! Find out the finalists and winner during the always-packed DRMA Marketer of the Year Event, scheduled for Vanity Nightclub at the Hard Rock Hotel & Casino in Las Vegas on Wednesday, Sept. 25. Click here to RSVP now!

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

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

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Legal and Regulatory Voices of DRMA
Who’s ‘The Best’? The Legal Parameters of Puffery 
People often say something is “just puffery” without really knowing the legal parameters of that term. If you’re looking for a primer on what puffery is, or isn’t, then an NAD case from last month is worth reading. In the case, Campbell Soup, the maker of V8 fruit and vegetable juice, challenged a television commercial for a competing juice sold by Tropicana.
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FTC Flunks First Court Test of ‘Biz-Op’ Rule 
The Federal Trade Commission (FTC) loves to trumpet its new enforcement actions, new rules and big court wins through full-court media blitzes. Quite the opposite occurs when it suffers a legal defeat.
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The Resurgence of the ‘White Coat Rule’ 
The use of doctors and other health professionals to endorse dietary supplements is a staple in the arsenal of direct response advertising techniques. Marketers should be aware, therefore, of a recent trend by the networks (and their affiliates) to more aggressively and stringently enforce what is known as the “white coat rule.” That rule essentially prohibits the use of health-related professionals or actors representing such persons from promoting or endorsing OTC or other health related products.
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Unsolicited Fax Case May Have Skirted TCPA Rules 
In October 2009, The RTC Group sent an unsolicited facsimile (fax) to Addison Automatics inviting Addison to attend a free technical seminar on embedded computer technology. The fax described the agenda of the seminar, as well as its hosts: Microsoft, Intel and Avnet. Microsoft’s, Intel’s and Avnet’s logos were prominently displayed on the facsimile.
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Committee Corner
DRMA News & Case Studies

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 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 [email protected] or (714) 338-6724.

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