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Media Zone

Media experts cover all the bases of your campaign's media planning and buying.


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Media Zone: DRTV Marketers: Beware of Local Breaks   1 Jun, 2011

Have you ever been watching a TV commercial when suddenly, after a split-second, a pitch for the...More>>

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Media Zone: Putting the Customer First on the Web   1 May, 2011

Striking a balance in a world where advertisers don’t always respect everyone’s online privacy.More>>

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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...More>>

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Media Zone: Breaking it Down: Why DRTV Works in All Market Conditions   1 Mar, 2011

When business is booming, rarely do companies stop to think about where every dollar is being...More>>

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Media Zone: Solving the Brand + DRTV Equation   1 Jan, 2011

Mixing traditional advertising agencies with DRTV specialists can be a lot like pouring oil into...More>>

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Media Zone: DRTV Agencies Are More Relevant Than Ever   1 Nov, 2010

The average person wouldn’t go to family practitioner for heart surgery, nor would he or she call...More>>

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Media Zone: WebM: A Game Changer for Online Video   17 Sep, 2010

Online video is just plain hot. Marketers from all corners of the business world are combining...More>>

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Media Zone: Imagining a Direct Response iPad App   11 Jul, 2010

For advertisers, the debate about whether Apple’s iPad provides superior experiences to its...More>>

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Media Zone:Holding the Mirror up to TV Everywhere   11 Jun, 2010

TV Everywhere — the buzz behind cable’s new approach to multi-platform video — is cropping...More>>

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DRTV: Unconventional Recessionary Wisdom   7 May, 2010

I have written often of DRTV’s effectiveness during economic recessions, because (unfortunately)...More>>





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