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DRTV Campaign

Plug-ins: DRTV

March 01, 2012

DRTV no longer exists in a vacuum. The advent and wide usage of social media has seen to that — which means it's more important than ever for direct response TV marketers to integrate social media into their strategies. Our expert columnists weigh in.

Hampton's PajamaJeans go viral with DRTV campaign

Mercedes Cardona December 01, 2011

Hampton Direct, a direct marketer with previous direct response TV (DRTV) successes with the Total Pillow and the Wonder Hanger, faced a challenge with its  PajamaJeans. Apparel is tricky to sell on direct channels, since the shopper can't feel the fabric or the fit of the garment.

MTV direct-response exec out after kickbacks investigation: report

Frank Washkuch September 14, 2011

Usually, the TV direct-response advertising beat does not involve terms like "kickbacks" or stories about payments delivered in briefcases.

More than television

Frank Washkuch September 01, 2011

Marketers are integrating their DRTV strategies with online tactics  to grow consumer response and improve measurement capabilities .

Cablevision debuts on-screen email opt-in

Tim Peterson June 14, 2011

Cable TV provider Cablevision rolled out a tool June 14 that allows marketers to tag their TV ads with email opt-ins. The Optimum Select RFI with email fulfillment lets consumers sign up to receive emailed product information, coupons, e-brochures and other offers through a TV ad.

Tactics to enhance your DRTV investment

Dan Zifkin, CEO and president, Zephyr Media Group March 01, 2011

Direct response television is effective in generating immediate revenue results and helping build brand awareness. Every company is focused on the bottom line. Nielsen ratings — at their best — are an inexact science, while DRTV is measurable.

Is your product or service right for DRTV?

Timothy Hawthorne, chairman and executive creative director, Hawthorne Direct March 01, 2011

If the latest crop of infomercials and short-form direct response television commercials is any indication, this method of advertising can be used for just about any type of product or service.