Dan Plunkett

Dan Plunkett
What to Look for in an Insert Media Broker

By Dan Plunkett What should a marketer who is new to insert media look for in an insert media brokerage? This is an extremely important question, because success can depend on the assistance a marketer receives from its brokerage. As a former marketer, I remember that testing a new medium held a number of risks, not the least of which was the risk that I would be held responsible for campaigns I recommended and initiated. New test budgets were scrutinized, and failure in the initial test tended to kill any further funding. So what is important when considering an insert media brokerage? Media

Drive Sales with a Mix of Media

By Dan Plunkett Being born and raised into the direct response industry, frequency to me always has meant how many times a prospect purchased, not how many times I put an ad in front of him or her. As for reach, all I had to do was look at the net output from the merge to figure that out. General advertisers seemed unscientific. How did they know if a campaign worked? How did they isolate variables and branding? Give me new customers; building a brand wasn't in the mix. At the time, many marketers even thought placing an ad in a magazine and