Drtv

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

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

By

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

Crowdfunding: A New Channel for DRTV

Crowdfunding: A New Channel for DRTV

By

As Seen On TV looks to make an online splash with crowdfunding.

Foul-Mouthed Oven Gets Scrubbed on DRTV

Foul-Mouthed Oven Gets Scrubbed on DRTV

By

To support the launch of Goo Gone Oven & Grill Cleaner, Marcus Thomas created a clever DRTV campaign with an unexpected star: a talking oven with a dirty mouth.

Direct Response Evolves to Brand Response

Direct Response Evolves to Brand Response

5 points for brand managers to consider when shaping an effective brand response strategy.

"Integrate or Be Left Behind"

"Integrate or Be Left Behind"

By

DRTV marketers need to take an integrated approach to marketing to keep pace with their multiscreen customers.

DRTV brands unite: As Seen On TV to acquire eDiets.com

DRTV brands unite: As Seen On TV to acquire eDiets.com

As Seen On TV announced Aug. 10 that it will acquire direct response weight loss concern eDiets.com in an all-stock transaction valued near $13 million.

Engagement that entertains

Engagement that entertains

By By

Successful marketing requires customer engagement. And the fastest path to that engagement—assuming the ad copy doesn't include the words free or complimentary—is entertainment.

Q&A: Kevin Harrington, chairman & founder, TVGoods, Inc.

Q&A: Kevin Harrington, chairman & founder, TVGoods, Inc.

Direct Marketing News spoke with DRTV vet Kevin Harrington about the history of the DRTV channel, how it's changed, and where it's heading.

Marketsmith promotes insider to GM and EVP

Marketsmith promotes insider to GM and EVP

By

Carina Pologruto has been promoted to GM and EVP of client services at direct marketing agency Marketsmith, said Monica Smith, CEO of Marketsmith. Smith, who previously served as president and CEO, will relinquish her role as president and cede day-to-day client services operations to Pologruto.

DRTV vet Ron Bliwas steps down from CEO role at A. Eicoff & Co.

DRTV vet Ron Bliwas steps down from CEO role at A. Eicoff & Co.

By

Ron Bliwas has stepped down after 32 years as CEO of DRTV agency A. Eicoff & Company, the company said on March 1. Longtime employee Bill McCabe will succeed him in the role, becoming the company's third leader in its 57-year history.

Plug-ins: DRTV

Plug-ins: DRTV

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.

Tracking DRTV orders leads to smarter media placement

Tracking DRTV orders leads to smarter media placement

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

Hampton's PajamaJeans go viral with DRTV campaign

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

By

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?

Are toll-free numbers the best for DRTV?

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?

By

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.

SunSetter directs viewers outdoors with DRTV spots

SunSetter directs viewers outdoors with DRTV spots

By

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.

More than television

More than television

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

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

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

By

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

Home shopping TV channels also broaden reach

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.

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

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

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

Car maintenance 
company takes 
DRTV into high gear

By

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

Tactics to enhance your DRTV investment

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?

Is your product or service right for DRTV?

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

Godaddy.com's follow-through disappoints

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

Insurance marketers broaden reach by expanding into new channels

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

Health insurer exceeds goal

Health insurer exceeds goal

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.

Draft's swift rise marked by agility

Draft's swift rise marked by agility

By

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.

Children International launches DRTV campaign

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

LA Weight Loss launches DRTV, direct mail effort

By

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

Sign up to our newsletters

Latest Jobs:


Company of the week


Concerned about growth? With over 25 years experience in the industry, the list experts at Fairfield Marketing Group possess the know-how to help immediately improve any domestic or international direct marketing effort. First-time and well-established mailers can rely on Fairfield Marketing Group's expertise to help launch campaigns into positive and profitable ventures.

Find out more here »

Featured Articles

Turning Big Data Into Smart Data

Turning Big Data Into Smart Data

It doesn't matter how much data you have if you don't integrate your data sets, says market researcher Matthias Hartmann.

5 Reasons to Rethink Radio Right Now

5 Reasons to Rethink Radio Right Now

Radio version 2014 delivers an exciting palette of marketing tools to make the medium of sound more effective for direct response advertisers.

Brands Have Lost Control, and It's OK

Brands Have Lost Control, and It's OK

How marketers can navigate the new customer engagement era.