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Guest Opinion: Don’t Test Whispers 1 Apr, 2013
By: Doug Garnett
DRTV campaigns draw tremendous strength and power from the ability to measure phone and Web...more >>
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Article
Guest Opinion: Getting Maximum Impact from DRTV, Part III 1 Sep, 2011
By: Doug Garnett
It’s no secret that the successful execution of a DRTV campaign can be difficult. Sometimes...more >>
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Media Zone: Getting Maximum Impact from DRTV, Part II 1 Apr, 2011
By: Doug Garnett
In Response’s January issue, I introduced the Six Degrees of DRTV™ that Atomic Direct uses to...more >>
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Guest Opinion: Getting Maximum Impact from DRTV 1 Jan, 2011
By: Doug Garnett
The DRTV industry has come a long way during the past 25 years. Yet the one-dimensional nature of...more >>
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Guest Opinion: Start With Research for On-Air Success in DRTV 11 Jul, 2010
By: Doug Garnett
One of my employees recently attended a talk by the head of a large brand DRTV agency. This...more >>
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Guest Opinion: Gone in 30 Seconds 5 Mar, 2010
By: Doug Garnett
Infomercials are the only TV advertising that consumers choose to watch. After all, when consumers...more >>
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Guest Opinion: Google Needs an Infomercial 15 Jan, 2010
By: Doug Garnett
Google needs an infomercial. So does Kindle — and so do many new technology products for consumer...more >>
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Guest Opinion: New Research Shows That TV Is as Powerful as It's Ever Been 3 Nov, 2009
By: Doug Garnett
The death of television advertising was first rumored decades ago with fears that remote controls...more >>
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Guest Opinion: The Full Dimension of DRTV 1 Jul, 2009
By: Doug Garnett
Over the years, DRTV has been driven by a single-minded focus on TV sales. In this one-dimensional...more >>
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Article
Guest Opinion: The Full Truth About the Economy Is Too Complex for Headlines 1 Mar, 2009
By: Doug Garnett
In case you haven't heard, we're in a recession. And news outlets couldn't be happier.
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