Gordon elected chair of ERA's Television Council

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Andrew Gordon has been elected chair of the Electronic Retailing Association's (ERA) Television Council.

Currently, Gordon is president of Direct Impact Group and has been an active member of the council for over six years.

“The goal is to try and encourage more dialogue and try to promote DRTV as a way to generate better ROI for brand advertisers,” Gordon told DMNews.

The ERA's Television Council is a resource for DRTV information and expertise. It is comprised of thought leaders from across the industry and fosters relationships between buyers and sellers of DRTV advertising.

Gordon said that today the biggest challenge for DRTV marketers is media attribution.

“In traditional DRTV the response mechanism has been a toll-free number, but consumers are jaded and automatically think they're going to have to pull out their wallet,” he said.

“They're predisposed at this point to go online and search. What needs to happen is that urge to search needs to be channeled,” he continued. “When the Internet first came out it was a disruptive technology against DRTV, but now we're learning to use it as our friend. I look forward to bringing the DRTV community together to embrace the challenges in the coming year and work together to promote effectiveness of DRTV in terms of improving ROI for these companies that so desperately need it.”

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