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Direct Response Marketing

Field Reports

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


> DRTV agency Atomic Direct releases a 30-minute long-form show for Kreg Tool Co., featuring the new K4 Kreg Jig. Targeting do-it-yourself consumers, the show will began airing nationally in September and is an important part of Kreg's efforts to open to the consumer market. The agency also releases a series of 60-second DRTV spots and a sales DVD for System Pavers, a remodeling company, across U.S. markets. The spot is part of an integrated marketing campaign developed for System Pavers by convergence marketing and advertising expert Richard G. Rosen.

> The Direct Marketing Association (DMA) announces that Neil C. O'Keefe, vice president of marketing for Spiegel Brands, will join DMA as its vice president of catalog and multi-channel merchant segment.

> ITV Ventures has let go the majority of its remaining employees and stopped selling infomercial merchandise. Its owner, Donald Barrett — who also owns the recently troubled ITV Direct Inc. and Direct Marketing Concepts (Response, September 2008) — launched Elite Virtual Systems Group (EVP) on Oct. 10.

Neil C. O'Keefe
Neil C. O'Keefe

> Concepts TV celebrates 25 years of business in both short- and long-form infomercial production. In honor of the anniversary, the company's president, Collette Liantonio, took her staff to the Red Rock Mountain Spa in St. George, Utah, for four days.

> GSI Commerce will acquire Innotrac Corporation — a provider of E-commerce, fulfillment and custom care services that owns eight fulfillment facilities. Following the close of the deal, GSI will operate 4.7 million square feet of fulfillment centers and 2,165 call center seats. The company also signs a multi-year, full-service E-commerce agreement with Big Lots, the nation's largest broadline closeout retailer, with sales of more than $4.5 billion and more than 1,350 stores nationwide.

Ken Hunt
Ken Hunt

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