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DRMA Voice September 2016

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13 Sep, 2017


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Legal and Regulatory Voices of DRMA
It’s What You Don’t Say: Time to Strengthen Your Social Media Disclosure Standards 
Endorsements have always been one of the most powerful advertising techniques, and we can tell you from experience that endorsements and testimonials are the cornerstones of direct response marketing. During the past decade, the explosion of social media platforms connected a class of engaged and authentic content creators with very large and highly engaged audiences.
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Open for Comment: Proposed Revisions to the 1995 Antitrust Guidelines for Licensing Intellectual Property 
The Federal Trade Commission (FTC) and the Department of Justice (DOJ) recently released proposed revisions to the 1995 Antitrust Guidelines for Licensing Intellectual Property, and they have invited the public to comment on the proposed changes.
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FTC Back on Track in RTC Crusade 
As I wrote late last year, the Federal Trade Commission’s (FTC) crusade to mandate randomized controlled trials (RCT) for health claims has not been receiving the warmest reception from federal judges. (“FTC Suffers Another Setback in RCT Crusade,” DRMA Voice, November).
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Warning to Executives: You Can Lose Personal Immunity From Business Liabilities 
It is common knowledge among participants in the direct marketing industry that, in addition to the state attorney general and district attorney watchdogs governing violations of consumer marketing rules, the big dog in the hunt is the Federal Trade Commission (FTC), which implements Section 5 of the FTC Act. Section 5 is the primary tool used by the FTC for regulating and stopping unfair and deceptive marketing practices.
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Committee Corner
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 Fosina Marketing Group delves into customer value propositions: Fosina: The Importance of the Customer Value Proposition

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

DRMA Member News

Marketing Architects reports phone numbers in DRTV or radio spots can help build Web attribution by generating an average of six web hits for every phone call. 

Turner’s TNT will offer 50-percent reduced ad loads on all its new original dramas in 2017, and could also expand that offering to TBS’ original series in 2018, TNT and TBS president Kevin Reilly says. “We’re seeing very, very good results for that. Not only is the commercial rating higher, but we’re also seeing a nice ratings lift,” he said.

An April 2016 report from Nielsen says 65 percent of internet users worldwide watched some type of video-on-demand (VOD), including both short-form and long-form content, in September 2015.

Bestselling author of Ask More, Get More, DRTV host, and leader of Blue Vase Marketing Michael Alden releases his second book: 5% More: Making Small Changes to Achieve Extraordinary Results. The book, which has gained acclaim by industry leaders during its pre-sale launch, presents readers with a painless route to change promising results that stick. The Amazon Editorial staff has chosen 5% More as one of the “Best Books of the Month” for August in the Business & Leadership category, alongside other notable authors John C. Maxwell and James Andrew Miller. 5% More also is currently available for sale at Barnes & Noble.

Manhattan Media becomes agency of record for four clients: Developlus, a beauty and hair care company; Strides Pharma Inc., a pharmaceutical company; Inova USA (Maxi Climber System); and Next Gen Health SolutionsLLC (Red Fortera).

Viacom network Logo and Big Gay Ice Cream promoted the hit series “RuPaul’s Drag Race” with a “big gay ice cream truck” serving free mini cups of ice cream and rainbow popsicles around New York on August 24-25. The truck featured a flat-screen TV showing clips to the upcoming season.

Time Warner's Turner makes an equity investment in millennial women's digital content company Refinery29. Turner and Refinery29 will work to create content and programming for Turner networks.

Dan Danielson, co-chairman of Mercury Media and a 2016 inductee (with long-time business partner John Cabrinha) to the Direct Response Hall of Fame at April’s Response Expo, is adding to his list of accolades. This week, Danielson will receive the 2016 Electronic Retailing Association (ERA) Lifetime Achievement Award during the group’s annual D2C Convention in Las Vegas.

PulseTV, an e-commerce company specializing in impulse, discounted merchandise, makes the Inc. 5,000 list of fastest-growing privately held companies in the U.S. for the third year in a row.

National Merchants Association, a bankcard leader and merchant advocacy group, ranks No. 466 on the 2016 Inc. 5,000, with three-year sales growth of 816 percent. It is the sixth-fastest growing financial services company in California, and the 34th-fastest nationwide. 

Sinclair Television Group partners with the first-ever 24-hour/seven-day science fiction digital broadcast network, COMET, to air episodes of the original “Mystery Science Theater 3000” from Shout! Factory. The classic Japanese “Godzilla” feature films are also on the roster of programming. 

a2b Fulfillment sponsored the Aug. 20 edition of the Second Harvest Food Distribution in Greensboro, Ga. Held every third Saturday of the month, the event distributes food to needy families in Greene County, Ga. The Aug. 20 event distributed more than 8,500 lbs. of dry groceries and more than 5,000 lbs. of fresh produce to 237 families, representing 633 people.

Extreme Reach, a company that helps workflows for TV and video ads, partners with Samba TV, a provider of real-time TV audiences and media analytics, to eliminate several manual steps in advertising workflow and ensure more accuracy in reporting. Extreme Reach also announces a partnership with programmatic TV ad platform AdMore, through which AdMore will connect with Extreme Reach’s API to speed the activation of campaigns across its programmatic TV platform.

The third annual Friends of Mobility Gala, a fundraiser for Global Mobility, a nonprofit chaired by Launch DRTV’s Drew Plotkin, that offers complex rehab wheelchairs to thousands of people with disabilities around the globe, will be held Saturday, Sept. 17, starting at 6 p.m., at the Manhattan Beach Country Club in Manhattan Beach, Calif. Tickets are $150. For more info, visit:

Direct marketing agencies Script to Screen and M2 Marketing and Management Services release Gwynnie Bee’s first long-form TV campaign for its plus-sized fashions from more than 150 brands available as a “wear and return” for a monthly fee. 

Media Design Group hires Ross McConnell and Mark Biglow to its expanding business development team. McConnell comes from Steelhouse and Biglow was most recently with Mercury Media. 

Chief Media announces All Screen Solutions, a holding company for Chief’s investment in FuturesMedia. Scott Paternoster, founder and president of Chief Media since 2001 will oversee All Screen Solutions as CEO, while Vic Golio, long-time executive vice president, becomes president of Chief Media. Josh Winograd remains president of FuturesMedia.


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