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Guest Opinion

DR industry leaders share key opinions on hot topics.


Article
Guest Opinion: What Sets a Successful Trade Event Apart?   1 Dec, 2013

Recently, I was in the middle of a conversation at an industry conference — in the conference’s...More>>

Article
Guest Opinion: How to Assemble a Best-in-Class Vendor Team   1 Nov, 2013

When a direct marketer thinks of client-vendor relationships, it’s often easier to think of...More>>

Article
Guest Opinion: What Is the Richest Target Audience of All?   1 Oct, 2013

Which generation represents 35 percent of the U.S. market, yet accounts for 40 percent of consumer...More>>

File
Guest Opinion: The Myth of the Media Shootout   1 Sep, 2013

There’s a typical cold call from media buyers that goes something like this: “The huge sums...More>>

Article
Guest Opinion: The Emergence of Mass Tort Marketing   1 Jul, 2013

There is a famous Japanese proverb that says, “Only lawyers and painters can turn white to...More>>

Article
Guest Opinion: Don’t Test Whispers   1 Apr, 2013

DRTV campaigns draw tremendous strength and power from the ability to measure phone and Web...More>>

Article
Guest Opinion: How to Win Over Dual-Screen Consumers   1 Mar, 2013

Herbert Krugman first formalized the notion that television advertising is a medium that requires...More>>

Article
Guest Opinion: Disaster Preparedness: Expecting the Unexpected   1 Dec, 2012

As Superstorm Sandy has again reminded us with overwhelming force, disasters — whether natural or...More>>

Article
Guest Opinion: New Rules for Retail Support   1 Nov, 2012

During the past two decades, retail has moved from being the end game for DRTV marketers to the...More>>

Article
Guest Opinion: How MasterCard’s Revised Chargeback Thresholds Affect DR   1 Oct, 2012

On August 15, MasterCard revised the rules for its Excessive Chargeback Program (ECP), shifting the...More>>





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