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Direct Response Marketing

Field Reports

1 Sep, 2006 By: Thomas Haire, Courtney Beth Pugatch Response

Nancy Lazkani, president and CEO of Icon Media Direct, says, "Companies like Procter & Gamble, Clorox, SC Johnson and Rickett are looking hard at Orange Glo's business model in DRTV. You do not have to look far to see who the original innovators are. Orange Glo is a very unique company, and they are true innovators. I believe that Church & Dwight has seized the opportunity to learn from their success."

Sullivan Productions is also eager for the new partnership. Anthony Sullivan, president, says, "The agency has won four awards from the Electronic Retailing Association (ERA) during the companies' partnership, including 'Short Form Commercial of the Year' in 2000 for OxiClean. We consider ourselves a major asset to the Orange Glo marketing department, and while Orange Glo has dabbled with other agencies, they have always returned to us in Tampa."

Sullivan also praised Lazkani's work. "Icon has been Orange Glo's go-to agency for media placement since 2000, and I believe our working relationship and combined knowledge of DR plays an integral part in the success of the Orange Glo strategy," he contends.

Lazkani adds, "We are excited about the future growth of Orange Glo through the Church & Dwight acquisition, and its commitment to keep the Denver-based company's marketing team and its direct marketing approach in place."


TiVo Promise of Ad Viewing Data Shakes Up Media Companies


By Courtney Beth Pugatch (

ALVISO, Calif. — With much fanfare in the media universe, TiVo announced on July 26 that it would establish a new division in the company to provide advertisers and ad agencies data and analyses on its users' commercial viewing. The division expects to sell data about how its 4.4 million users watch advertisements.


TiVo plans to aggregate data collected from all TiVo subscribers across the county, selecting 20,000 random subscribers per day to be part of the analysis. The customizable data will detail the effectiveness and viewership of advertisements in various categories, which include: genre, day of week, position, network and timeslot.

"We have developed a research solution that can dramatically transform the way advertising is created, brought and delivered to consumers," Tom Rogers, president and chief executive of TiVo, said in a statement. The reports and data collected from the viewers will show advertisers and ad agencies how "commercial content is viewed and consumed on a second-by-second basis."

TiVo has already found that its users watch half of their television programs recorded earlier, and skip approximately 70 percent of the commercials. The company plans to analyze the impact of skipping, fast-forwarding, rewinding and pausing behaviors of their clients to see if any advertisement viewing patterns emerge.

"We are still in the early stages of what works and what doesn't work with video recorders," said Greg Johnson, executive director of the Interpublic Group's media lab. "Getting better data will help marketers make better decisions."

Approximately 10 percent of U.S. households have digital video recorders, and the number continues to rise as cable and satellite companies offer more devices with their plans.


Cooper, Lawlor Team to Help Inventors Find the Right Outlet


By Thomas Haire (

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