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Direct Response Marketing

Jacqueline's Journal 4-28-10

28 Apr, 2010 By: Jacqueline Renfrow Response This Week


Mercury Media releases “The Power of the Hispanic Consumer,” a new whitepaper measuring the impact Hispanic consumers are having on direct response advertisers’ ROI. Part of the Mercury Media TV Perspectives series of whitepapers, this report also offers new insight regarding U.S. Hispanic consumers and tactics for effectively reaching this growing market through direct response advertising.
Imagine Fulfillment Services (IFS) handled the POP kit distribution for the movie Avatar to retailers throughout the United States. Avatar is the highest grossing film of all-time with a worldwide box office of $2.6 billion. IFS had approximately 2 weeks to complete the distribution start to finish.

Hawthorne Direct was recently honored with the Communicator Award of Distinction for the Long-Form Direct Response Television commercial “Friends of Heifer: Passing on the Gift,” produced for Heifer International.

The Direct Marketing Association (DMA) announces its lineup of keynote speakers for the DMA2010 Conference & Exhibition. Marketing and media collide at this global ROI event featuring James Cameron, director and producer of “Avatar,” as well as Jack Dorsey, creator of Twitter; Jacques Levy of Sephora Worldwide; Ehtisham Rabbani of LG Mobile Phones; Jeff Hayzlett of Kodak; Scott Donaton of Ensemble, an Interpublic Company; Gary Vaynerchuck, author of The New York Times bestseller “CRUSH IT!” and more.

Eugene Raitt, the DMA’s chairman of the board, will resign his position on May 10. Raitt, who was elected board chairman last October, cited a work commitment in stepping down
Brand DRTV agency Atomic Direct has created a multi-purpose sales video for Festool, a German manufacturer of high-precision power tools for professional carpenters and builders. Atomic produced the show for in-store, direct mail and Web use.

E+M announces the addition of Janelle Schiecke as director of online media. The company also launches E+M en Español focusing on the planning and placement of Hispanic media for direct response advertisers and the addition of Marcelo Correa as president of the new unit.

Direct response agency Nuvatek, whose expertise lies in print direct response, recently partnered with Kingstar Media to embark on its first ever DRTV campaign, introducing Always Fresh Containers in the Canadian market.

Summit Partners and Wildfire Interactive announce a minority growth equity investment in Wildfire Interactive, a leading provider of social media marketing software. The funding round was led by Summit Partners and will be used to fund Wildfire’s organic growth initiatives and continued development of the company’s social media marketing platform.

Onyx Productions Direct has completed production on two Allied Cash Advance videos designed exclusively for Internet viewing. One video illustrates what a first-time customer can expect in terms of customer service, the steps involved in securing a loan, the types of loans that are available and the guaranteed confidentiality each Allied Cash Advance customer will receive. The second video explains why visiting an Allied Cash Advance location in person is far more secure, confidential and informative than applying for a loan online.

Northern Lights Direct Response announces the appointment of Craig Thomas to the position of Managing Director, U.S.

Nurture Connect Inc. announces that it handles DRTV “soft sell” offers, in addition to a full scope of inbound and outbound telesales services. Nurture Connect delivers expert sales solutions for all demographics and has specialized expertise in selling to Boomers and seniors.


About the Author: Jacqueline Renfrow


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