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Direct Response Marketing

Jacqueline's Journal

29 Oct, 2008 By: Response Contributor Response This Week


The Electronic Retailing Association (ERA) has named Julie J. Coons, former CEO of the Tech Council of Maryland and executive vice president at PCIA – the Wireless Infrastructure Association – as its new president and CEO. During her four years at the Tech Council (Maryland’s largest trade association, with more than 500 members in Maryland, Virginia and the District of Columbia), she worked to improve the financial health of the organization and oversaw its rebranding. At PCIA, her work is best remembered for the creation and growth of the association’s trade show.

Robinson Radio has been hired by Babacu Health Solutions to handle the direct response radio campaign for the health company’s popular herbal energy supplement, Vivacity 4 Life. The national DR radio campaign will launch Nov. 10 with a series of short-form, 60-second spots targeting young adults, working mothers and baby boomers.

Hawthorne Direct hires Win Farrell as a media buyer. Farrell has 20 years of short-form DRTV experience, managing national cable and several major U.S. broadcast markets.

LIN TV Corp., a local television and digital media company, Hartford-New Haven television stations, WTNH-TV ABC Channel 8 and WCTX-TV MyTV Channel 9, will participate in Backchannelmedia’s TV-to-Internet click-through market trial. The trial will test interactive technology with a group of viewers and advertisers by allowing viewers to interact with TV ads and programs and bookmark interesting content and advertisers’ offers at their convenience.

DRTV agency ShadowBox Direct announces the successful completion of a short-form direct response television campaign for Advanced Results Marketing, which introduces a new offer from Tweeter Entertainment – a 40-inch Samsung TV with Bose 321 Surround Sound System that comes with a $500 gas card.

SingleBrand Ad Marketplace by SinglePoint – a provider of mobile interactivity and advertising – is a real-time mobile advertising marketplace for SMS and MMS ad campaigns generated by popular interactive TV shows on major networks such as CBS, NBC, Viacom, etc. Now advertisers and brands can browse available inventory, buy ads, submit creative and monitor creative campaign results via the Web.

Moxie Interactive, a division of Zenith Media Services, hires Michael Winter to serve as vice president, group media director. Winter will be responsible for driving Moxie’s media vision, growing the New York offering and managing existing client relationships.

Greater Than One Inc. (GTO), a full-service, independent digital marketing agency, announces the redesign of ThinPrep.com for Hologic Inc. The new site provides comprehensive cervical cancer information along with interactive educational materials for both women and healthcare professionals including a Doctor Discussion Guide which can be downloaded, printed and used to facilitate conversations between a patient and her physician, and the Test Your Knowledge section, which engages site visitors with multiple choice questions and immediate answers and explanations.

Bidz.com Inc., an online jewelry retailer, has signed an agency agreement with full-service advertising agency, Western Creative. Western Creative is preparing both long and short-term advertising strategies for Bidz.com. The Western team will be creating a TV campaign, targeting Christmas and Valentine’s Day shopping as well as the brand strategy.

Walgreens selects Initiate Systems’ business-to-business technology to manage its customer records. The drugstore chain will use Initiate ConsumerTM to obtain a single, comprehensive and accurate view of its retail and E-commerce customers.


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