DMA Plans A. Eicoff Echo for DRTV

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The Direct Marketing Association announced yesterday the addition of the A. Eicoff Broadcast Innovation Award to its list of the 2004 International Echo Awards it will present Oct. 17.

The award, debuting at the DMA's 87th annual conference and exhibition in New Orleans, is named for Alvin Eicoff, a pioneer of direct response television marketing. It will be presented for the top DRTV campaign of the year for creative and effective use of media.

The DMA typically receives more than 1,000 Echo entries annually from agencies and marketers for direct marketing work done in the previous year. The Echo competes with the John Caples International Awards and the International Advertising Festival, better known as Cannes Lions.


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