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Direct Response Marketing

Field Reports

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


Backchannelmedia's DRTV Research department is in the midst of creating groundbreaking changes in how the industry will be able to measure media billings and the success of its programs. Though the research is currently limited to long-form DRTV, the team at Backchannelmedia expects to add short-form research capabilities to its mix by mid-2007.

"We are thrilled that Michael Kokernak, Dan Hassan and their team at Backchannelmedia have agreed to provide Response with monthly snapshots of their new media research," says Thomas Haire, editor-in-chief. "The things they are measuring at Backchannelmedia are truly set to revolutionize how success and failure in the DRTV business are measured."

On a monthly basis, Response expects to utilize Backchannelmedia's capabilities to provide anywhere between two and four snapshot charts showing where and when most DRTV long-form advertising is running. Backchannelmedia is measuring DRTV programming in all 210 designated market areas (DMAs) used by Nielsen, both on broadcast and cable networks.

"In visiting the Backchannelmedia offices in late September, we were truly impressed by the type of research its team is doing in the direct response business," says Response publisher John Yarrington. "It is an honor to present what promises to be merely the beginning of their great work in breaking down the effectiveness of media buying in the direct response marketplace."

 

Boot Camp Creates Industry Experts ... Again

 

By Courtney Beth Pugatch (cpugatch@questex.com)

SANTA MONICA, Calif. — The Austin, Texas-based Direct Response Academy held its latest Direct Response Management Boot Camp seminar on Oct. 11-12 at Le Merigot Beach Hotel & Spa.

Long-time industry expert and Academy founder Greg Sarnow led 12 participants through two days of intense DR marketing strategies. Topics covered included: how to build a compelling offer; how to build a DRTV team; how to market a product to retail to maximize sales; and understanding the creative process in making an advertisement.

The Academy also offers specialized on-site training for companies. More information can be found on the Direct Response Academy's Web site — www.dracademy.org — or by E-mailing courses@dracademy.org.

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