The Direct Response Marketing Alliance is the Professional Alliance For DR Marketers
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DRMA Spotlight: An Icon for the Future 10 May, 2012
Nancy Lazkani points to the growing Hispanic market and digital TV as key opportunities for direct response marketers in the years ahead.More>>
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Endorsements From Regular People Are Powerful, but Mind the FTC's Guidelines 8 May, 2012
A recent AdWeek article highlighted a significant decline in the use of celebrity endorsers in television commercials. The article cited a report by brand research agency Millward Brown that found the use of celebrity endorsers has declined by half during the past eight years. Although it is not...More>>
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Bayer Suffers From Class Certification Headache 8 May, 2012
In designing their marketing campaigns, many marketers strive to create a simple, pithy, unifying claim or message in their advertising to catch the attention of their target audience - and then seek to reinforce that claim or message on their packaging. While that makes perfect sense from a...More>>
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FTC Scores Big Court Win Against DRTV Veterans 8 May, 2012
In a much-awaited decision, a federal judge has granted summary judgment in favor of the Federal Trade Commission (FTC) against DRTV veterans Gary Hewitt and Doug Gravink and their company, Family Products LLC, in the case FTC v. John Beck Amazing Profits et al. Hewitt and Gravink sold "John...More>>
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FDA Regulation of 'Cosmeceuticals': More Wrinkles Coming? 8 May, 2012
Compared to other popular direct response product categories, such as dietary supplements, over-the-counter drugs (e.g., anti-acne creams) and medical devices (e.g., wrinkle and acne reducing lights), cosmetics are subject to far less Food and Drug Administration (FDA) regulation. Unlike those...More>>
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DRMA News - May 2012 1 May, 2012
DRMA News - May 2012More>>
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DRMA Member Roster 04.27.12 27 Apr, 2012
DRMA Member Roster 04.27.12More>>
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Rockwell Tools Leverages Advertising Elasticity to Boost Sales by 25 Percent 17 Apr, 2012
Rockwell Tools designs and manufactures a full line of corded and cordless power tools and accessories. The company distributes its products through all major sales channels—phone, web, and retail. The company has a reputation for providing versatile, durable tools at affordable prices, and its...More>>
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Facebook Accused of Misappropriating Users' Identities for Web Ads 3 Apr, 2012
Facebook users have filed a class action lawsuit – Angel Fraley v. Facebook Inc. – in the U.S. District Court of Northern California – alleging that the popular social media website unlawfully misappropriated its users' names, photographs, likenesses and identities for use in paid...More>>
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Does the New FTC 'Biz-Op' Rule Cover Internet 'Make-Money' Schemes? 3 Apr, 2012
Most antiquities remain forever relics of the past, irrelevant to the present except as objects of interest and amusement. Such had seemed to be the case with the FTC's dusty old Business Opportunity ("Biz-Op") Rule, but no more. Once confined to the realm of vending machine businesses and the...More>>
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