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Direct Response Marketing

Field Reports

1 Mar, 2009 By: Thomas Haire, Jacqueline Renfrow Response


"The 1 million views the spot received online within 24 hours of initial airing doesn't even count all those who directly visited the Cash4Gold Web site," Netzley says. Aronson adds, "The spot was voted among the top two Super Bowl ads by a number of services, including Advertising Age, CNBC and the New York Post. Above and beyond that, it did what a DR spot is supposed to do — our business has increased greatly since the spot aired. Our Web site click-through is up, request for packages is up. We know there are a lot of people hurting out there, and if our service can help in any way, we're happy to do so."

A 60-second spot that ran during the Super Bowl pre-game show also appeared during the following week's NFL Pro Bowl all-star game telecast on NBC. The spot may also be used during upcoming TV "events," while both Aronson and Netzley say Cash4Gold and Euro RSCG Edge are looking at new ways — and possibly other celebrities — to capitalize on the success of the spot.

"It might not be the same spot, but we are discussing new plans and new creatives with some other celebrities," Aronson says. "The success of the spot has made us reconsider the combination of branding and DRTV that we used in 'One-Up.'"

IN MEMORIAM

Sydney Yallen, 1923-2009

By Thomas Haire (thaire@questex.com)

Sydney Yallen, founder, chairman and chief executive officer of the Encino, Calif.-based Inter/Media Group of Companies, passed away on Feb. 17 as the result of a stroke. He was 85.



Yallen, who founded the company in 1974, built a $450 million media organization comprised of nine business units. Working with his son Robert — president and chief operating officer of Inter/Media, as well as a member of the Response Editorial Advisory Board — Yallen led the charge in the origination of offline and online proprietary technology, raising the bar in the media space. Over the years his company's client list reads like a "Who's Who" of advertising, including Clorox, Black & Decker, the U.S. Army, GMAC Insurance, Armor All, Vonage, TaeBo and Time-Life.

Yallen started his career in the media and advertising business at Los Angeles radio station KFWB as a part-time office boy at age 13. He continued at the station through his successful collegiate track career at Whitman College (Wash.) and while finishing his B.S. in advertising and marketing at the University of Southern California.

At KFWB, Yallen was responsible for one of the most successful ad promotion campaigns ever, when the station switched formats to a "top 40" music station in 1958. He went on to serve in a number of executive roles in the media business before starting Inter/Media.

In a December 2002 Response cover feature, Yallen described his vision for Inter/Media from day one, saying, "We try to give our clients the best bang for their buck. We give them extra things over and above simply satisfying them. We exceed expectations, and added value is important to us. There are too many in this business who over-promise and never deliver."

Yallen is survived by his wife of 55 years, the former Penny Joyce (a television ice skating star in the 1940s and 1950s), his son Robert, daughter-in-law Linda and grandchildren Lindsay and Jordan.

In lieu of flowers, the family has asked that contributions be made in his name to the American Heart Associaiton.

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