Hooked On Phonics Tries I-TV in DRTV Spots

Share this content:
Gateway Learning Corp., manufacturer of the Hooked On Phonics product line, will add interactive television features to its long-form and short-form infomercials next month.


The interactive television enhancements will allow viewers to click on links to a microsite for further information on Hooked On Phonics products. The link also will present viewers with a toll-free number to order the products.


The long-form infomercial has been running for about 18 months, and the short-form spot has been running for four years. Both infomercials direct consumers to a toll-free number and a Web site, www.hop.com, to purchase the products.


"We are just testing a new medium and sticking our big toe in the water," said Donna Rude, executive director of media at Gateway Learning, Santa Ana, CA.


Wink Communications will track response rates to the interactive links, Rude said, adding that Gateway Learning eventually may profile respondents to the interactive ads through a series of demographic questions. She added that Gateway Learning will compile a database of consumers who order brochures through the link for future direct mail and promotional opportunities.


Gateway Learning targets its Hooked On Phonics reading and math assistance product line to mothers age 25 to 49. The products are for children age 3 to 8. To reach this female demographic, Gateway will test the interactive infomercials on Lifetime Television, The Discovery Channel, HGTV, The Learning Channel, The Weather Channel, E! Entertainment Television, Court TV and The Nashville Network.


Loading links....
close

Next Article in Multichannel Marketing

Sign up to our newsletters

Company of the Week

Since 1985, Melissa Data has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa Data offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here