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Direct Response Marketing

Courtney's Corner, November 21, 2006

21 Nov, 2006 Response This Week

George Capell, a television pitchman who defrauded customers out of $39 million by selling them faulty computers, was sentenced to more than seven years in prison. Capell’s scheme involved sending customers systems with broken or missing parts, and spent their money on fancy cars and at strip clubs. Capell was also ordered to pay $32 million in restitution.

Northern Lights Direct Response Television and Canadian Blood Services took home the Gold award in the direct response (DRTV) category at the Canadian Marketing Association (CMA) Awards for the “Save a Life” New Donor Drive DRTV campaign. The CMA Awards Gala, the largest and most prestigious marketing awards event in Canada, took place Nov. 17 to recognize the most successful campaigns that delivered measured business results.

Direct Response Media has launched a Web-based version of MediaTrak, its media tracking and monitoring system. MediaTrak Online enables client users to monitor daily response trends for DRTV campaigns online with a keystroke.

Respond2 Communications will begin airing an infomercial to again promote two new DVDs of “The Tonight Show With Johnny Carson.” The infomercials are being aired on broadcast and national cable stations throughout the United States and Canada, promoting the best of Carson on two volumes.

Alterian has released a new version of its Data Discovery and Visualization application, a core component of the Alterian Marketing Suite for data exploration and analysis. The new program introduces several advanced features that make Alterian’s analytics tools easier to use.

Experian Group Ltd. announced the development of a new Web-based list fulfillment solution designed for quicker and easier list selections. Markets and approved data brokers will be able to access marketing lists from Experian’s user-friendly, Internet-based interface. Users can make unique and targeted list selections to quickly fulfill orders based on the highest quality of data available.

Michael Weintraub has joined the board of directors for SK&A Information Services. Weintraub, who founded of MindSet Marketing Solutions, brings with him senior management experience.

Vodafone and Yahoo formed an alliance to create a mobile advertising business to enhance the customer experience on cell phones. Yahoo will become the exclusive display-advertising partner in Britain for Vodafone.

Expo Communications has joined an agreement with Time Warner Cable to have Time Warner Cable distribute ExpoTV’s video commerce to its subscribers. The agreement increases the consumer network to 20 million households.

Hallmark greeting cards have been given their own voices for the holiday season. More than 220 sound cards have been released, with sound clips from popular television shows, movies and other forms of entertainment. Hallmark has also given customers the opportunity to record their own 30- to 60-second greetings in cards as well. The cards cost approximately $4 each, and are available at all Hallmark stores nationwide.

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