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Direct Response Marketing

Field Reports

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


Cannella Response Television has secured the rights to the Web domain www.drtv.com, which will now serve as Cannella's corporate Web site.

Jim Powel
Jim Powel

Ronco Acquisition Corp. hires Kent Mora's DR Support Team to assist with its direct response initiatives and facilitate the move of the company from Simi Valley, Calif. to New York.

Kent Mora
Kent Mora

DRTV agency InfoWorx wins three more awards for excellence. The company's 30-minute infomercial for the weight management tool C-Fabaline won a Remi Award. InfoWorx also received a Merit award for the Memacin short-form DRTV spot and a Summit Award for the EZ Par DRTV campaign.

Horizon Media announces 13 new hires in the Los Angeles and New York offices as well as three on staff promotions: Mike Lozito, account executive; Desiree Fortuno, junior account executive; and Jennifer Hettenbach, media planner. New hires include assistant account executives Samantha Krutzel and Alison Menius; assistant media buyers Dena Meawad, Christina Moretta and Katina Kontarakis; budget coordinator Lakeshia Stanley; media research analyst Paula Raimo; junior organic marketing specialist Jessica Mann; media biller Subir Bose; and media planner Lauren Smith.

Unilever Develops Interactive Television Initiative

NEW YORK — Unilever teamed up with BrightLine iTV Marketing Specialists to develop a new interactive television initiative for Axe, Unilever's line of men's body products, reported DMNews.com. Using Verizon FiOS technology, users can now use video-on-demand bookmarking to flag digital shorts about Axe's Proximity products and come back to them later. The platform also allows users to do a keyword search to find the shorts.



"Consumers are able to search keywords like 'comedy' or 'digital shorts' and the Proximity ads will be at the top of the list," says Robert Aksman, creative director from BrightLine iTV. "Search marketing has been huge online, and this is the first time it's being used on TV."

The ads will also run on Time Warner Cable's Movie Trailers On-Demand and Independent Film Channel (IFC) Free On-Demand. On the Time Warner outlet, Axe has its own "supercategory" where viewers can watch the short films. And on IFC, Proximity shorts will be incorporated into 75 percent of the ondemand programming. "We see every click a viewer makes, so we have deep insight into the behavior or our target consumer. This is really the only way to advertise on TV in an accountable fashion," Aksman says.

Almost 70 percent of households have some form of on-demand digital or interactive advertising through cable or satellite, so the new campaign is aimed at reaching young professionals through this medium.

BrightLine iTV and Axe have been partners since 2005. In January, Bright- Line iTV won an Emmy for outstanding achievement for its design of Axe's "Boost Your ESP" campaign.

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