Article
Getting a Jump on the New Year 1 Jan, 2012
As 2012 gets underway, direct response marketers are faced with another year of challenges, opportunities and change. From a continuing tough economic climate to the promise of a media crunch due to expected record-level campaign spending, marketers and DR industry service providers are seeking to...More>>
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Editorial Advisory Board Forum — Can Playing Politics Pay for DR Experts? 1 Nov, 2011
With just a year until the 2012 presidential general election, buzz is already heating up about the chunks of TV advertising time that will be swallowed up by political advertisers. At the same time, the expansion of some major not-for-profit groups into national cable DR advertising has been...More>>
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Article
DRMA Spotlight: ‘Building Brand’ the Right Way 1 Nov, 2011
DRMA Spotlight: ‘Building Brand’ the Right Way with Doug GarnettMore>>
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Guest Opinion: Getting Maximum Impact from DRTV, Part III 1 Sep, 2011
It’s no secret that the successful execution of a DRTV campaign can be difficult. Sometimes it’s temping to just find a good formula that works and stick with it. But the truth is when we stay within our comfort zone, we leave tremendous profit potential untapped. In DRTV, that means the full...More>>
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DRMA News - August Issue 2011 1 Aug, 2011
DRMA News - August Issue 2011More>>
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Navigating a Fragmented Media Universe 1 Jun, 2011
As online and mobile media continue to make inroads with marketers — and online and mobile purchasing does the same for consumers, direct response marketers have had to adjust their media metrics and expectations.More>>
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Article
Media Zone: Getting Maximum Impact from DRTV, Part II 1 Apr, 2011
In Response’s January issue, I introduced the Six Degrees of DRTV™ that Atomic Direct uses to deliver maximum impact. That article showed how balancing direct and retail sales delivers better total results.More>>
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Media That Pays to Play on the Shelves 1 Apr, 2011
Not all DRTV campaigns are created equal. Some incorporate elements meant to sell as many products as possible via television, while others rely on an integrated mix of selling channels to get the job done. More>>
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Idle Hands Prove Innovative for Housewares 1 Mar, 2011
When the U.S. economy began its sharp decline a few years ago, consumers did what they could to cut back — and that, more often than not, meant jet-setting nights out on the town were exchanged for social gatherings contained within the four walls of people’s own homes. As the economy has begun...More>>
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Article
Guest Opinion: Getting Maximum Impact from DRTV 1 Jan, 2011
The DRTV industry has come a long way during the past 25 years. Yet the one-dimensional nature of too many campaigns leaves DRTV’s richest potential untapped — by both traditional and brand marketers. Looking forward, our industry must move from its simplistic starting points to a more complex...More>>
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