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Direct Response Marketing

Field Reports

1 Feb, 2007 By: Thomas Haire, Courtney Beth Pugatch Response


Likely the largest fine against the companies was levied against New Jersey-based RTC Research & Development LLC, marketer of Xenadrine, which could pay as much as $12.8 million. A $12 million fine was assessed against Window Rock Health Laboratories, marketer of CortiSlim, and the marketer of One-A-Day Weight Smart, venerable drug company Bayer Corp., is responsible for paying a $3.2 million penalty to settle claims. Goen Technologies, marketer of TrimSpa, will have to pay $1.5 million.

Some of the fines for Xenedrine and CortiSlim may be returned to the product's customers, following a contact program being put into operation by the FTC. The marketers of the other pills paid only civil penalties.

 

Inter/Media Adds 2 to Group of Companies

 

By Thomas Haire ( thaire@questex.com)

ENCINO, Calif. — On Jan. 17, the Inter/Media Group announced the addition of two new companies to its group of businesses — Inter/Media Interactive and InterQuantum Inc. The two new businesses join the Inter/Media Group's five other companies, including Inter/Media Advertising, Inter/Media Time Buying, Inter/Image Productions, Inter/Post Productions and Mediapoint Network, marking a further expansion of the 33-year old advertising agency's reach.

Todd Geller, senior vice president, Inter/Media Interactive
Todd Geller, senior vice president, Inter/Media Interactive

Inter/Media Interactive, headed by online advertising veteran Todd Geller as senior vice president, offers online media buying, search engine marketing, search engine optimization, affiliate marketing, E-mail marketing, Web advertising sales and Web design. The company already has notched 20 clients, including True Credit, LifeAlert, Video Professor and ALCiS.

"We not only provide the most comprehensive suite of services in the online advertising business, but we make ROI a mantra here," Geller said in a statement. "Metrics rule. We are always evaluating the best ways to maximize dollars."

InterQuantum is a new consulting unit headed by the founders of the successful BreathAsure natural breath freshener, Anthony and Lauren Raissen. The business seeks to provide counsel, guidance, access and influence to organizations or entrepreneurs who want a faster, smarter way to their goals.

"We have added InterQuantum to our lineup because many prospects came to Inter/Media Advertising needing far more counsel to achieve their goals and aspirations than what is provided by an 'advertising agency,'" said Robert Yallen, president of the Inter/Media Group of Companies, in a statement. "We also realized that we have great relationships with retailers that we can leverage to help product marketers get placed at major chains. Bringing in Anthony and Lauren is really like a family reunion, since we worked very closely with them as their advertising agency on BreathAsure, one of Inter/Media's hallmark campaigns."

 

Women Read More Direct Mail Than E-mail Advertising

 

BALTIMORE – A new study released by Vertis Communications has found that 85 percent of women between the ages of 25-44 read printed direct mail advertising, despite the increase of electronically distributed advertisements. The study also finds that 54 percent of women surveyed who have access to E-mail read the E-mail advertisements, consistent with the results of the prior year's survey.

Vertis' study further finds that marketers can increase the effectiveness of their campaigns by offering special deals or coupons. Nearly 72 percent of respondents surveyed said that they responded to direct mail containing a "buy one, get one free" coupon.

Furthermore, 63 percent of respondents mentioned they responded to mail offers with a selected discount on merchandise.

 

NewsCorner

 

By Courtney Beth Pugatch ( cpugatch@questex.com)

• Atomic Direct hired two new associates: Shelby Brill and Tim Hill. Before joining the account team, Brill worked with Hartman & Forbes in Portland, Ore. Hill joins Atomic Direct as a bookkeeper and brings with him accounting experience from several Portland-area businesses.

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