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Guest Opinion

DR industry leaders share key opinions on hot topics.

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>>

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>>

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>>

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>>

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>>

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>>

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>>

Guest Opinion: Short-Form DR Is the Best Way to Jump Into the Hot Retail Market   1 Sep, 2012

U.S. retail sales rose 8 percent in 2011, the largest year-over-year increase since 1999 according...More>>

Guest Opinion: The Sky Is Falling … Or Is It?   1 Jun, 2012

Every month we see a new article in one of the trades about the decline of DRTV and increased...More>>

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...More>>

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