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Direct Response Marketing

Field Reports

1 May, 2005 By: Thomas Haire, Nicole Urso Response

HSN Viewers Shop With Their Remotes


Cardinal: I think it definitely helps legitimize it. I've been in the business for 20 years and seen it change dramatically. We've gotten more acceptance from traditional advertisers. I think the growth of the Web, fragmentation of the advertising market and corporations tired of no-measurement advertising have been important in that.

Davis: The buzzword we've heard is accountability. More advertisers now like the idea of accountable advertising. Of course, we also want to get a high number of viewer impressions with our media, but, even more, we want effective media that delivers measurable ROI.

O'Leary: A lot of the past deals that have combined entities in DR featured at least one company that was falling apart. Here, though, both of these companies are at the top of our game. I do think this helps legitimize our business to the outside world. We are a true DR agency. We are not an "infomercial company," as some in the traditional advertising space would refer to our business. We are in the customer service business, in the business of helping our clients grow and make money. That's our singular focus.

Savage: Part of the reason Marilyn and I enjoy working together is that we're both intellectually curious about marketing. We're always looking for new and better ways to make a campaign work. I think Tim and Michelle are equally or even more passionate about that. We've seen our way of business work for both the entrepreneurial clients as well as traditional corporate marketers. Combining forces brings a new level of excitement, I think, to all of us.

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