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Response Author

Doug Garnett


Article
Production House: Make 120 Seconds Count   1 Mar, 2016
By: Doug Garnett

Longer TV spots — 60 and 120 seconds — are a staple of response-measured TV for a reason: they...more >>

Article
Guest Opinion: Plant, Water, and Harvest: The Keys to Valid Attribution   1 Dec, 2015
By: Doug Garnett

The idea of highly accurate attribution is all the rage. And it should be. Data science today makes...more >>

Article
Guest Opinion: DRTV’s Unusual Power for Building Online Business   1 Sep, 2015
By: Doug Garnett

Mythology is fickle — especially when it comes to online advertising and the idea that online ads...more >>

Article
Media Zone: Seeing the Forest Despite the Trees   1 Dec, 2013
By: Doug Garnett

I founded Atomic Direct in 1998 to pursue a DRTV future that retailers now call “omnichannel,”...more >>

Article
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 >>

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 >>

Article
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 >>

Article
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 >>

Article
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 >>

Article
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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