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Direct Response Marketing

Field Reports

1 Jun, 2004 Response


Annual DMA Show Heads to the Big Easy in October

The Direct Marketing Association marks its 87th year.


NEW ORLEANS, La. - This year, the Direct Marketing Association will mark its 87th DMA Annual Conference and Exhibition on Oct. 16-20, 2004. The association will host the trade show at the Ernest N. Morial Convention Center in New Orleans, La. Featuring more than 100 educational sessions and an exhibit hall showcasing an expansive array of direct marketing products and services, the conference will bring together today's leading marketing practitioners.

The event kicks off with the International and Weekend Attendee Reception on October 16, allowing guests the opportunity to network. The DMA marks another milestone by celebrating 75 years of the ECHO awards, which were established to honor outstanding achievement in the direct marketing field.

Several special interest pavilions within the exhibition hall will be featured, including the Creative Carniv૥ and Agency arena - where interactive consultation stations, a historical display of breakthrough campaigns, a freelance fair, and a host of traffic drivers will educate attendees on creative marketing tactics. After making its debut in 2003, the Direct Response Broadcast Pavilion will return and DRTV, DR radio, and interactive TV will be showcased. There will also be meetings of The DMA Special Interest Councils - small and intimate networking groups organized around specific industries and markets.

Full Keynote Line-up

In addition to a full schedule of exhibits and special events, the conference offers an impressive group of keynote addresses. Keynote speakers are comprised of several industry luminaries, including:

  • 1. Andrew Cohen, founder of Exposed Brick, is a renowned speaker, workshop leader, and lively commentator on developing innovative sales and advertising solutions.
  • 2. Geoffrey Colvin, longtime editor and columnist for Fortune magazine, is considered one of America's sharpest and most respected commentators on the shareholder value imperative, effective leadership, the infotech revolution, corporate governance and related issues.
  • 3. John Costello, executive vice president of merchandising and marketing for The Home Depot, is responsible for the company's worldwide marketing and advertising, branding, public affairs and e-business.
  • 4. Rosabeth Moss Kanter is the Ernest L. Arbuckle professor of business administration at Harvard Business Sch-ool, specializing in strategy, innovation and leadership for change. She advises major corporations and governments worldwide and is the author and co-author of 15 books.
  • 5. Kurt Kuehn, senior vice president of worldwide sales and marketing for UPS, directs electronic commerce, advertising, customer relationship management, product development, customer service and sales.
  • 6. Don Logan, who was appointed chairman of Time Warner's Media & Communications Group in July 2002, oversees America Online, Time Inc., Time Warner Cable and the Time Warner Book Group.
  • 7. Horst Schulze is the founding president and former chief operating officer of The Ritz-Carlton Hotel Company LLC. Under his leadership, the company won an unprecedented two Malcolm Baldridge National Quality Awards in the Service category.

For more details on this year's conference program, hotel and registration information, please visit www.the-dma.org or call (212) 768-7277.

New RAB Study Suggests Radio Advertising Bounced Back in March

NEW YORK - A recent study conducted by the Radio Advertising Bureau (RAB) reveals that radio advertising rebounded with double-digit revenue during March 2004. The combined total local and national advertising sales figures showed a 10-percent increase from the same month last year.

Local dollars continued to hold onto a lead in the month of March - gaining ground over the previous year. National revenue experienced 5-percent growth, compared to the same period in 2003.

Further, on a year-to-year basis, radio revenues for Q1 2004 also reflected a healthy recovery. Combined total and local and national revenue for Q1 2004 increased 4 percent beyond the previous year.

Bissell to Launch U.K. DRTV Campaign Through Leading Electronic Retailer

LONDON, ENGLAND - Bissell, a manufacturer of floorcare products, has selected Vector Direct Ltd. to launch its direct response television advertising campaign.

For the first time in the United Kingdom a major retail brand is using the power of long-form infomercials, enabling Bissell to not only explain in more detail the extensive features and benefits of its new products but also reach their consumer on more than 60 targeted digital television channels.

Bissell's Commercial Director Charles Gordon says, "Bissell is well known for its high standards of products and customer care and we needed to find a company to mirror this, which we found in Vector Direct. Through Vector we are reaching viewers on satellite. cable and freeview at almost no cost to us. It is a perfect medium to support our retail distribution for new product launches."



The first project is a 15-minute infomercial featuring Bissell's CatchAll and SteamMop.

FTC Chairman Timothy J. Muris Will Leave Post in Summer 2004

WASHINGTON - The Federal Trade Commission (FTC) announced that Chairman Timothy J. Muris would leave the Commission in the summer.

In a released statement, Muris says, "Serving as chairman of the Commission has been the greatest honor of my professional career. I deeply appreciate the trust that President Bush placed in me by providing this opportunity to serve."

President George W. Bush has selected Deborah Platt Majoras, partner at Jones Day in Washington, as a nominee for the FTC chairmanship. Majoras recently rejoined Jones Day after serving in the Antitrust Division of the Department of Justice as principal deputy assistant attorney general. During her three-year tenure at DOJ, her duties spanned the civil, international and policy fronts. She oversaw matters involving numerous industries, including software, financial networks, defense, healthcare, media and entertainment, banking, and industrial equipment.


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