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Direct Response Marketing

Field Reports

1 Feb, 2008 By: Thomas Haire, Courtney Beth Pugatch Response

Cox required Ping's assistance in managing the campaign and database, as well as with marketing compliance. Ping Mobile is experienced in this area thanks to work with a client list that includes Enterprise Rent-a-Car,Delta Airlines, The Sharper Image and Macy's. "When you send a message to a friend, you don't need permission, but for a company to send a message, it does need permission," Ping CEOShira Simmonds tells

Iowa Caucuses Bring in Almost $53 Million in Ads

NEW YORK — As reported in, the Campaign Media Analysis Group (CMAG), a division of the TNS Media Intelligence, reports that the then-12 presidential hopefuls and 18 interest groups spent $53 million in advertising — more than $45 million of it went to broadcast TV stations and $6 million went to cable spots — in Iowa during the run-up to the first contest in the 2008 presidential election. That's a significant jump from the $9.1 million spent four years ago and is almost half of the $107 million spent to date (as of Jan. 9) in all states combined on the current campaign.

Leading up to the Jan. 3 caucuses, presidential committees had bought out key ad spots. For example, on New Year's Day, candidates bought out every local spot in ABC's telecast of the 2008 Rose Bowl game on the Des Moines station WOI-TV — that's ten 30-second spots.

And the spending didn't stop in Iowa. In a state with a population around 1.3 million, candidates poured more than $30 million into TV ads for the New Hampshire primary, which took place just five days later. "As in Iowa, spending in New Hampshire has been at historic levels," said Evan Tracey, COO of CMAG. Spending continued to explode as the two parties moved through the process toward Feb. 5, the so-called Super Tuesday, featuring presidential primaries or caucuses in nearly two-dozen states.

In another record-breaking move, candidate Rudy Guiliani made the first network TV ad buy for the presidential race in at least 12 years and perhaps the first in a presidential primary. The 60-second spot ran on "Fox News Sunday" on Dec. 30, 2007 and another 30-second ad ran Jan. 6.

DRMA to Host Networking Event March 17 in Chicago

SANTA ANA, Calif. — The Direct Response Marketing Alliance (DRMA) welcomes its members and attendees of the International Housewares Association annual expo to a networking cocktail reception on St. Patrick's Day — Monday, March 17 — at Chicago's chic, concept-driven lounge, Avenue M.

Presented by the DRMA, Response Magazine, INPEX, West Corp./InPulse Response Group and Imagine Fulfillment Services (IFS), the event is scheduled to take place from 6-9 p.m. at Avenue M's trendy River West location at 695 N. Milwaukee Ave., a short cab ride from all of the Chicago Loop hotels.

"We are thrilled to host this latest DRMA networking event," says John Yarrington, Response publisher and DRMA co-founder. "As we prepare for Response Expo 2008 in San Diego this May, this cocktail reception should continue to build the DRMA's already flourishing membership."

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