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Direct Response Marketing

Field Reports

1 May, 2008 By: Thomas Haire, Jacqueline Renfrow Response


Photography Products Lead List of 2007 Greensheet Award Winners


TUSTIN, Calif. — Jordan Whitney Inc., a research, consulting and publishing company that monitors, ranks and critiques direct response television commercials (this month's rankings provided to Response by Jordan Whitney), recently announced its 2007 Greensheet Awards for Infomercial and Short-Form Excellence. The long-form show for Kodak's EasyShare all-in-one printer earned Infomercial of the Year honors, while the spot for IdeaVillage's WalletPix electronic photo album won Best Short-Form Production of the Year.

"The [Kodak] show, nicely timed for holiday giving ... was well-produced with a unique product and an appealing offer," says Clare Kogler of Jordan Whitney.

Following is the complete list of winners, including distributor, agency and producer information where applicable:

Infomercial of the Year
Kodak EasyShare
(Kodak/Kaplan Thaler/Zoom Direct/ Mayhew Breen)

Best Short-Form Production of the Year
Wallet Pix
(IdeaVillage/Blue Moon Studios)

Best Automotive Infomercial
Eagle One Nanowax
(Eagle One Edge/Cesari Direct)

Best Beauty Infomercial
Sheer Cover
(Guthy-Renker/Lieberman Productions)

Best Business Opportunity Infomercial
Free & Clear
(John Beck Amazing Profits LLC)

Best Entertainment Infomercial
Lifetime of Country
(Time-Life Music)

Best Health/Fitness Infomercial
Melt It Off with Mitch

Best Housewares Infomercial
Shark Steam Mop
(Euro Pro)

Best Personal Care Infomercial
Luminess Air
(Luminess Air LP)

Best Self-Help Infomercial
Rosetta Stone
(Rosetta Stone/Venture Media)

Best Sports Infomercial
Bobby Jones Hybrid
(The Bobby Jones Golf Co./PK Productions)

Best Weight-Loss Infomercial
Nutrisystem Nourish

Best Corporate Image-Building Infomercial
U.S. Postal Service
(United States Postal Service)

Best Branded Infomercial
Bose Acoustic Wave

Best Demonstration Infomercial
Aqua Vie with Beau Rials/Nancy Sullivan
(Regal Ware/Script to Screen)

Most Innovative Infomercial Product
Cobra Stun Light
(Cobra Stun Light/Big Shot Pictures)

Best Lead-Generating Infomercial
Direct Buy
(DirectBuy Inc./Script to Screen)

Best Infomercial Demonstrator
Total Gym XL
(American Telecast)

Best Use of Celebrity in an Infomercial
Susan Lucci, Malibu Pilates
(Guthy-Renker/Script to Screen)

Best Infomercial Direction
Cricut Electronic Cutter
(Provo Craft/Infomercials Inc.)

Best Infomercial Writing
Bosley, Today's Choice
(Bosley Medical/Respond2)

Best Use of Infomercial Testimonials
(GAIAM/Script to Screen)

Best Infomercial Before/After Presentations
Proactiv Solution
(Guthy-Renker/Lieberman Productions)

Best Infomercial Direct Offer
Giovanni's Roll Out Keyboard
(Allstar Marketing/Kingstar Direct)

Best Short-Form Demonstration
Samurai Shark
(SAS Group)

Most Innovative Short-Form Product
Ped Egg

Most Innovative Automotive Presentation
Liquid Diamond

Most Innovative Fitness Presentation
Bender Ball

Best Short-Form Electronics Product Presentation
My Li'l Reminder
(Merchant Media/Allstar Marketing/Blue Moon Studios)

Most Innovative Short-Form Hardware Presentation
Handy Switch
(IdeaVillage/Blue Moon Studios)

Most Innovative Short-Form Housewares Presentation
(Church & Dwight/Sullivan Productions)

Most Innovative Short-Form Personal Care Presentation
Lens Dr.

Best Weight-Loss Presentation
Jenny Craig
(Jenny Craig)

Best Branded Short-Form Presentation

Best Short-Form Demonstrator
Billy Mays, Mighty Putty
(Plymouth Direct/Blue Moon Studios)

Best Short-Form Direction
Craft-Lite Cutter
(Merchant Media/Blue Moon Studios)

Best Short-Form Writing
Twin Draft Guard
(Hampton Direct)

Best Short-Form Offer
Riddex Plus
(Dynamic Response)

Best Use of Short-Form Testimonials
(Zerosmoke N.A./Steve Harkey/Dynamic TV Marketing)

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