Direct Response

Brand Perception? It's All Relative

Brand Perception? It's All Relative

Shedding new light on the age-old customer testimonial.

The New, Improved Direct Response

The New, Improved Direct Response

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The phrase "As Seen On TV" is far from being stricken from the direct marketers' lexicon, but newer entries like search and social media are becoming part of the conversation.

5 Brands That Celebrate What It Means to Be a Dad

5 Brands That Celebrate What It Means to Be a Dad

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Dove Men+Care, MetLife, General Mills, Hyundai, and Whirlpool capture fathers' love and sacrifice in their captivating commercials.

5 Commercials That Remind Us Why Moms Are the Best

5 Commercials That Remind Us Why Moms Are the Best

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Minute Maid, Pandora, Pampers, P&G, and Cardstore prove that storytelling is the mother of all marketing.

10 Years, 12 Brands, and Thousands of Hours of DRTV

10 Years, 12 Brands, and Thousands of Hours of DRTV

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Going into the television upfronts, a cable association chronicles the exploits of a dozen iconic TV products.

Travelocity Thinks Beyond the 30-Second Spot

Travelocity Thinks Beyond the 30-Second Spot

The online travel agency ventures off to a new, unknown territory—the 15-minute commercial—to educate consumers about its package bookings.

Travelocity Thinks Beyond the 30-Second Spot

Travelocity Thinks Beyond the 30-Second Spot

The online travel agency ventures off to a new, unknown territory—the 15-minute commercial—to educate consumers about its package bookings.

Oberto Aims to Drive Brand Awareness With March Madness Campaign

Oberto Aims to Drive Brand Awareness With March Madness Campaign

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The jerky company double teams the competition using TV and digital.

Mercedes-Benz Drives Home a Super Bowl Victory

Mercedes-Benz Drives Home a Super Bowl Victory

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The AMG GT's cumulative traffic increase on Edmunds.com nearly quadrupled that of the BMW i3.

The Era of Socialcasting

The Era of Socialcasting

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Broadcast and social campaigns are no longer separate. Now, it's all about socialcasting.

Dogs: Marketers' Best Friends

Dogs: Marketers' Best Friends

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Budweiser, IKEA, Subaru, and KLM leverage the power of the pooch to leave their (paw) print on consumers.

The 9 New Realities of Direct Response

The 9 New Realities of Direct Response

Late-night yell-and-sell pitches have given way to sophisticated, multichannel, ROI-centric campaigns.

Why DRTV Can't Do it Alone

Why DRTV Can't Do it Alone

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Direct response marketers credit TV with helping make up to 79% of their sales, but they are increasingly getting big assists from digital channels, a study says.

Omnichannel Totally Rules at Nickelodeon

Omnichannel Totally Rules at Nickelodeon

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Nickelodeon is all about fun content—but when it comes to understanding its audience, there's nothing the TV network takes more seriously.

Social TV Analytics That Go Beyond the Buzz-Numbers

Social TV Analytics That Go Beyond the Buzz-Numbers

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Volumetric measures will only take you so far. How many people are tweeting about your brand or program is nearly irrelevant if you don't also know the context.

Optimize ROI With Symbiotic DRTV and Online Video

Optimize ROI With Symbiotic DRTV and Online Video

DRTV and video-enhanced websites act like an integrated closed circuit for selling a product, driving retail, generating leads, and acquiring customers.

Optimize ROI With Symbiotic DRTV and Online Video

Optimize ROI With Symbiotic DRTV and Online Video

DRTV and video-enhanced websites act like an integrated closed circuit for selling a product, driving retail, generating leads, and acquiring customers.

3 Ways to Get an Optimal DRTV and Video Mix

3 Ways to Get an Optimal DRTV and Video Mix

Here are some recommendations that we've found to be useful in finding the optimum mix of television and online video.

3 Ways to Get an Optimal DRTV and Video Mix

3 Ways to Get an Optimal DRTV and Video Mix

Here are some recommendations that we've found to be useful in finding the optimum mix of television and online video.

Use Video to Guide Direct Response

Use Video to Guide Direct Response

Direct response success is no longer available only to those with the deepest pockets.

Direct Response Is Still an Effective Way to Build Brands

Direct Response Is Still an Effective Way to Build Brands

Long-form direct-response advertising boasts something marketers' covet: sales effectiveness

Direct Response Is Still an Effective Way to Build Brands

Direct Response Is Still an Effective Way to Build Brands

Long-form direct-response advertising boasts something marketers' covet: sales effectiveness

Président Replaces Cheesy TV Spots with Digital

Président Replaces Cheesy TV Spots with Digital

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Marketing + Cheese: What more could you want?

News Byte: Comcast Expanding Global Ad Delivery Through Partnership

News Byte: Comcast Expanding Global Ad Delivery Through Partnership

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Through a partnership with Adstream , Comcast's AdDelivery Service expands its footprint across the globe.

Honey Maid Shows the Evolution of Families and Products

Honey Maid Shows the Evolution of Families and Products

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The graham cracker brand's integrated marketing campaign targets the American families of today.

What Direct Response Marketers Need to Know When Moving Into Retail

What Direct Response Marketers Need to Know When Moving Into Retail

5 ways direct response marketers can be more brand focus in their marketing plans

Marc Jacobs Launches Tweet Shop for New York Fashion Week

Marc Jacobs Launches Tweet Shop for New York Fashion Week

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The perfume brand exchanges posts for products.

Direct Response TV's Secret Weapon: The "HI" Factor

Direct Response TV's Secret Weapon: The "HI" Factor

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When it comes to closing the deal, direct response TV advertising may have a distinct, yet not often considered advantage—Human Interaction.

Content Marketing Fuels the Customer Lifecycle

Content Marketing Fuels the Customer Lifecycle

One blog post read infers infatuation. Two white paper downloads and you're going steady. Three mailing-list opens says it's serious...

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SK&A is a leading provider of U.S. healthcare information solutions and databases. As part of IMS Health, SK&A researches and maintains contact and profiling data for over 2 million healthcare providers, including 800,000+ prescribers. SK&A's data supports research and marketing initiatives for life sciences, medical device, managed healthcare, direct marketing, publishing, education and more. SK&A's proprietary databases are telephone-verified twice per year from its world class Research Centers. SK&A enables multi-channel marketing and sets the standard for data quality and reliability. SK&A's customers include many of America's most recognized healthcare, publishing and pharmaceutical institutions.


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SK&A is a leading provider of U.S. healthcare information solutions and databases. As ...