Mobile Version / Subscribe / Back Issues / About Us / Contact Us / Advertise

 Drtv

Tracking DRTV orders leads to smarter media placement

Irv Brechner, EVP and partner, Acquirgy December 01, 2011

With 300-plus direct response TV campaigns under our belt and more than 15 years of experience in online customer acquisition, I believe there's nothing more important than wrapping one's head around the critical roles of websites and search in DRTV campaigns.
 

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.
 

Microsoft's Videosurf acquisition signifies a DR marketing breakthrough

November 22, 2011

As we head into the long weekend, direct response marketers have something to be thankful for. Microsoft has acquired video search company Videosurf, both companies said Nov. 22. The $70 million acquisition signifies an investment by a major player in enabling consumers to "search, discover and watch online videos," according to a ZDNet description of Videosurf's capabilities.
 

Are toll-free numbers the best for DRTV?

November 01, 2011

Jessica Randazza
, manager of brand experience at Digitas, and AJ Khubani, president and CEO of TeleBrands Corp., discuss whether toll-free numbers are the best for DRTV.
 

TwitterTV: a match made in heaven?

October 26, 2011

Even though Simon (S)cowell, the sourpuss judge of "The X Factor," isn't a Twitter user himself, he's all about integrating the social site into the voting process on the show. The next episode, which airs live on Nov. 2, represents the first time a TV series is using Twitter to help fans cast votes.
 

More than television

September 01, 2011

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

Home shopping TV channels also broaden reach

September 01, 2011

As DRTV marketers move well beyond their own traditional medium, companies that were built as shop-from-home cable TV networks are doing the same, broadening the appeal beyond TV. HSN (formerly the Home Shopping Network), QVC and ShopNBC have all enhanced sales capabilities online and through mobile devices.
 

Q&A: Bernard Luthi, VP of marketing, Web management and customer service, Newegg

September 01, 2011

Bernard Luthi, VP of marketing, Web management and customer service at Newegg, discusses how his company uses DRTV.
 

SunSetter directs viewers outdoors with DRTV spots

September 01, 2011

SunSetter Awnings, a retailer of awning products and backyard accessories, wanted to create a direct response TV campaign that would drive consumers to purchase products over the telephone, on the company's e-commerce site, through Costco.com, or from the company's network of 500 authorized dealers.
 

DRTV scraps low-rent ad form image to embrace interactivity on Web platforms

Mercedes Cardona August 01, 2011

It's not just about 800-numbers anymore. Direct response TV, once seen as a low-rent ad form, is quickly gaining momentum, as leading national advertisers embrace the medium and integrate it with other digital platforms.
 

Car maintenance 
company takes 
DRTV into high gear

July 01, 2011

Automobile maintenance company CarMD.com Corp. has boosted its investment in DRTV in recent years, bolstering its strategy of relying on data in its marketing.
 

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.
 

Godaddy.com's follow-through disappoints

Ken Fitzgerald, executive creative director, Catalyst February 07, 2011

My visceral reaction to this spot was positive. It was against the expectation of what Godaddy.com was known for: misogynist, salacious marketing. Instead, this spot was fun and self-deprecating.
 

Insurance marketers broaden reach by expanding into new channels

Ben Comer February 01, 2011

Insurance marketers kicked off 2011 with a plethora of new direct response campaigns, from TV spots to Facebook sweepstakes.
 

Draft's swift rise marked by agility

February 01, 2011

About a year after graduating from Wisconsin's Ripon College, Howard Draft was one of the 13 founding employees of new direct marketing agency Kobs & Brady.
 

Health insurer exceeds goal

Ben Comer February 01, 2011

Part of the Obama administration's health reform legislation shortened the annual marketing and enrollment period for Medicare Advantage, from six months to three months.
 

Children International launches DRTV campaign

Alex Palmer January 12, 2011

Nonprofit organization Children International has launched a long-form DRTV campaign developed by Northern Lights Direct.
 

LA Weight Loss launches DRTV, direct mail effort

January 05, 2011

LA Weight Loss has launched a direct-to-consumer campaign featuring two-minute national cable DRTV spots, direct mail, search marketing and social media.
 

Household names use DRTV to show off new product lines

Alex Palmer January 01, 2011

Major brands, including 3M and Western Union, have recently turned to direct response TV to raise consumer awareness and support retail promotions.
 

Agencies rebrand as priorities shift

Alex Palmer January 01, 2011

Direct marketing agencies are updating their names, logos and taglines to emphasize new capabilities in areas they are not traditionally know for, such as digital and social media.
 

3M to use DRTV campaign to show off lens renewal kit

Alex Palmer December 13, 2010

3M will launch a direct response TV campaign for a headlight cleaning kit on December 14. It is the first DRTV campaign for the company's Automotive Aftermarket Division.
 

Direct mail continues to deliver top rewards in nonprofit industry

December 01, 2010

Nonprofit marketers continue to rely on their long-standing marketing strategies, direct mail in particular, even as they move to integrate other online and social media elements into their fundraising arsenals.
 

EDiets puts food quality at center of DRTV push

Alex Palmer November 09, 2010

Weight loss website eDiets is conducting a direct response TV campaign putting the spotlight on the quality of its food. The nationwide effort, which runs through the end of the year, is promoting the company's five- and seven-day home-delivered meal programs to health-conscious consumers.
 

Kodak stages 'Printervention'

October 01, 2010

Kodak tapped Deutsch New York to help it create two DRTV and DRDTV spots for its Kodak ESP 3250 printer, that highlighted a common complaint among consumers regarding the high cost and often short life of print cartridges.
 

Detroit band wins FreeCreditScore.com contest

August 11, 2010

Maybe I'm crazy, but I really dug the FreeCreditReport.com band that so many other people apparently found annoying. Those songs are so witty, so catchy.
 

Fight DRTV fatigue with creative tweaks

Ira Teinowitz July 13, 2010

By implementing seasonal, competitive and promotional changes, the overall theme can be preserved — and the life of the ad extended
 

TV Gains accountability with online link

Lee Cutler, founder and president, Kre8 Media Inc. July 12, 2010

The Internet is forcing every other media platform to replicate its high level of accountability in order to compete for advertising budgets. While television is a laggard in this regard, it might have an unlikely savior: the Internet.
 

Medco launches multimillion-dollar consumer campaign

June 02, 2010

Medco Health Solutions is rolling out a multimillion-dollar integrated campaign to promote its Medco Pharmacy brand to consumers and bolster prescription sales.
 

Simply Music returns to DRTV after eight-year hiatus

May 19, 2010

Simply Music, a DVD-based piano education product, will begin a DRTV campaign May 22 in 15 US markets. This represents a return to the direct-to-consumer channel. Holding company YesDTC licensed the product, which has been primarily marketed to piano teachers since a previous DRTV effort ended about eight years ago.