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Direct Response Marketing

Jacqueline's Journal

16 Apr, 2008 By: Response Contributor Response This Week


Toronto-based Northern Response International Ltd. rolls out the P90X infomercial and the Perfect Pushup short-form spot across Canada, along with adding the Perfect Pull Up to its line of best-selling fitness equipment, accessories and DVDs.

Hawthorne Direct signs on to design a short-form DRTV campaign for High Plains Bison’s product line.

Eunjung Lee, managing director of New York operations for Cannella Response Television, will speak on the value of DRTV to inventors at the first annual Ingenuity Expo at the Massachusetts Institute of Technology (MIT) on May 31 in Cambridge, Mass. The conference will run from 10 a.m. to 4 p.m., and Lee is slated to speak from 3-4 p.m.

Portland, Ore., and Carlsbad, Calif., -based Euro RSCG 4D DRTV announces a name change to Euro RSCG Edge to better reflect its role in direct response across all media.

Concepts TV – a full service production company in Boonton, N.J. – wins three Aurora Awards: A Gold Award for the “Hooked on English” infomercial; a Platinum Best of Show for the short form “Twin Draft Guard”; and a Gold Award for the “Roll N Glow Fireplace” by Heat Surge.

DRTV agency Contrarian Direct announces that its proprietary DRTV3.0 direct response model is dramatically improving infomercial results. The process incorporates the latest in technology to evaluate campaign strategy, creative production, media and back-end results.

A new Direct Marketing Association (DMA) report estimates that pharmaceutical companies will generate $10.6 billion in sales through direct marketing in 2008. Sales are expected to hit $15.2 billion in 2012, according to the report titled “Direct Marketing Facts and Figures in the Pharmaceutical Industry.”

Roska Direct Advertising announces its acquisition of E-business agency Mueller & Wister. The move was intended to bolster Roska’s interactive offerings.

DMA announces the keynote speakers for the 2008 DM Days New York Conference & Expo at the Jacob K. Javits Center, June 10-12: Ted Leonsis, vice chairman emeritus of AOL; David M. Sable, vice chairman and COO of Wunderman; Tom Goosman, chief creative officer of True North Inc.; and Elaine Lennox, vice president of marketing management of IBM’s Enterprise Systems Division.

Jorge Hane – the Miami-based international weight loss guru, founder of Premier Solutions and president of Intermarketing Express Worldwide – announces the completion of a joint venture to develop the Jorge Hané Weight Loss Centers on a worldwide scale. The international expansion will be headed by Ramon Vinay, noted business developer, with a 40-year carrier in international franchising.

Interactive Dad TV is the newest venue for advertisers trying target men 25-54. The syndicated news franchise is now available to local TV and cable stations in the United States.

InfoWorx relaunches the DRTV commercial for SNORenz Anti-Snoring brand. So far, tests are positive; telephone response and sales from the short-form commercials are high.

GSI Commerce Inc., a provider of E-commerce and multichannel solutions, announces that online retail sites powered by its technology platform exceeded industry-wide customer satisfaction benchmarks from ForeSee Results, a measurement and analysis firm. Results indicate that shoppers on a GSI-partner Web store are more likely to recommend that particular online store and make purchases from the company through offline channels.

Ryan Partnership Minneapolis changes its name to RPM Connect, effective immediately, to reinforce its expertise in retail marketing and its expansion beyond the upper Midwest.

IceBreaker Inc., a maker of mobile social software, announces a new interactive mobile advertising feature called Golden Ticket, which is part of the Crush or Flush community – a social network where members meet people, chat and browse profiles.

Euro RSCG Worldwide hires Jose Cabaco as CCO, North America. Cabaco formerly worked for Wieden + Kennedy, where he served as creative director.


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