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Direct Response Marketing

Field Reports

1 Nov, 2004 Response

Additionally, the U.S. Food and Drug Administration (FDA) took action against Window Rock for misbranding the product and violating the Federal Food, Drug, and Cosmetic Act. The letter claims that CortiSlim's label and accompanying information makes unsubstantiated claims, such as that it "eliminates cravings," "controls appetite," "burns calories more efficiently and naturally through thermogenesis," and "diminished hunger and stress eating."

"We will take appropriate enforcement action against firms that promote dietary supplement products with unsubstantiated claims about the benefit of the product," said Dr. Lester M. Crawford, acting FDA Commissioner. "Consumers rely on the claimed benefits of the product, and we owe it to them that such claims be supported by competent and reliable scientific evidence."

Mia Hamm Sells Instructional Soccer Videos Via DRTV

DALLAS — Olympic gold medalist Mia Hamm paired up with Consolidated Sports Media Group Inc. (CSGU) to create a series of instructional soccer videos to be distributed via DRTV.

Soccer stars and World Cup champions Mia Hamm, Tiffeny Milbrett and Lorrie Fair will be featured in the videos, titled "Mia Hamm's Gold Medal Soccer," and will demonstrate for viewers their soccer secrets and fitness techniques.

The DVD series is scheduled for national release on ESPN, ESPN 2, Discovery Kids and Fox Sports.

"Considering Mia's popularity, combined with the long-term success of products like Ken Griffey Jr.'s 'Adventures in Baseball,' this product should be a best-seller in its class for years," CSGU President Scott Schepper said.

CSGU is counting on Hamm's popularity to be the driving force behind sales. She was named "most marketable" female athlete in the United States, with more than 22 percent of the vote. She was also named "Favorite Female Sports Star" at the 14th Annual Kids Choice Awards, which was decided upon by more than 15 million kids' votes nationwide.

This comes as no surprise considering that in 2002, an estimated 17.6 million Americans over the age of 6 played soccer at least once, which was a 15-percent increase since 1987.

CSGU decided to incorporate DVD titles to its collection of DRTV products in order to remain a leading force in the instructional sports marketplace, while breaking into the multi-billion dollar home video/ entertainment industry.

The company develops, produces and distributes entertainment media for film, television, music and print.

Internet Search Ads Find Major Profits in 2004

NEW YORK — Thanks to keyword ads linked to search results, Internet advertising revenue jumped a whopping 40 percent in the first half of 2004.

Revenues in the United States during the first six months reached $4.6 billion. Last year, during the same period, revenues were at $3.3 billion. These figures are from a PricewaterhouseCoopers study that was conducted for the Interactive Advertising Bureau.

"Not surprisingly, search continues its popularity and has been embraced by advertisers due to its innate relevancy, the simplicity of the results and because advertisers can determine more precise response rates," said Peter Petrusky, director of PricewaterhouseCooper's New Media Group.

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