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Direct Response Marketing

Media Buying & Planning Guide: General Ad Dollars Make a Comeback

18 Oct, 2010 By: Nicole Urso Response

Long-form pricing remains low but short-form bargains are a tough find.


 

“The ‘big picture’ view provides marketers with a fundamental performance ratio that only tells them how a campaign is performing from an ROI prospective,” says Bill Southwick, vice president, sales and marketing at Scarborough, Maine-based OrderLogix. “Without the ability to track and report on KPIs (key performance indicators), a marketer is left guessing as to how to correct and fine-tune their campaign. It really comes down to the availability of reliable data that can offer insight to the marketer as to what is working well, what is not working and how to fix it.”

Outlook for 2011

Short-form rates and inventory will continue to grow increasingly competitive, but marketers sound enthusiastic for a profitable 2011.

“I expect DRTV rates will continue to strengthen throughout 2011 and most likely beyond,” says Johnston. “The economy has everything to do with media pricing — whether short form, long form or even general market.”

Johnston believes that the key is consumer confidence, but until that recovers, lessons can be learned and offers adjusted to today’s consumers.

“The main thing we noticed while battling the poor economy is that value sells,” says Durand. “We have had good success in weight loss and fitness, but more than a specific genre of product, we have noticed that the consumer is looking for a deal. After the first quarter of this year we felt the customer base come back for reduced price or BOGO (buy-one-get-one) offers. The viewers are no longer fearful of losing their jobs but their spending habits have changed.”

And as always, the ever-vigilant DR marketer will always find deals where deals are to be had. “The best deals will most likely stay in long-form TV and in some short-form TV, most likely in lower-profile networks and local spot markets,” says Frankel. “Also, we are finding some really nice inventory deals available in some of the syndicated TV programs. There continue to be very good deals available in local market radio, depending on the format and marketplace.”

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