Bridget McCrea

SAN DIEGO — Earvin "Magic" Johnson — basketball hall-of-famer, renowned entrepreneur and five-time NBA world champion during his career with the Los Angeles Lakers — kicked off Response Expo 2011 on May 3 with an entertaining, intimate and informative Keynote Address, sharing personal stories...more >>

The folks at TELEBrands remember a time when retailers turned up their noses when the words “DRTV” or “infomercial” were mentioned. It was the late 1980s, and the Fairfield, N.J.-based marketer was peddling its AmberVision sunglasses. “Sunglasses are a category,” the TELEBrands team was...more >>

The U.S. population is not only aging — it’s also fighting diseases like obesity, cancer and diabetes while grappling with deadly addictions like smoking. In seemingly constant need of accurate data and information, today’s consumers have a wealth of information at their fingertips, and no...more >>

Brian Wong knows a thing or two about marketing to millennials. After all, at 20 years old, this founder and CEO of San Francisco-based Kiip is one himself. He knows what the under-30 crowd likes and dislikes; what types of advertising it responds to; and what approaches work best for the last...more >>

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.

What do you get when you cross a successful DRTV marketer of products like Wonder Hanger with venerable toy maker Vermont Teddy Bear? The end result is PajamaJeans, an invention that the latter developed for its PajamaGram mail order firm. The product, which is pajama-soft but looks enough like...more >>

It’s no secret that every generation has its own set of unique attributes. The nation’s older generations tend to be a bit more frugal with their money and deliberate when it comes to spending it. The middle “Baby Boomer” ground has its own buying habits, often spending more discretionary...more >>

If 2009 was the year that advertisers pulled back and hid their heads in the sand, hoping that the recession would pass over quickly, then 2010 is the year that many of those companies will discover long-form DRTV as a viable and affordable adjunct to their traditional advertising.

Currently aged 64 and up, members of both generations comprise a large segment of the population that’s often overlooked in favor of the huge Baby Boomer demographic and/or younger consumers.

Tim Judd has a message to share with all marketers: “Whether you like it or not, your audience has fractured, so get over it.” The same consumers who just 10 years ago were reachable through one or two means are now tuned into television, radio, websites, blogs and social media, he says, and...more >>