DRTV

Full-Circle Marketing
December 1, 2014

Almost magical advances in technology have enabled a world of convenience and entertainment. For marketers, this has increased customer touchpoints and buying complexity exponentially. Prospects are increasingly less likely to convert in a linear manner—see a commercial, pick up the phone, and place an order—than they were in the past.

HA Uses Laughs, Cute Kids, for ACA DRTV
April 1, 2014

A bespectacled boy in a sweater vest and a bow tie stands in front of a classroom of elementary school students who say they are confused about the Affordable Care Act. Pointing toward what he's written in blue, pink and yellow chalk on the blackboard behind him, the "teacher" has a simple answer for all of the questions coming at him.

Direct Marketer Gets 10 Years in Prison for Infomercial Claims
March 19, 2014

TV pitchman Kevin Trudeau, who was convicted last year of criminal contempt for exaggerating the contents of his weight-loss book in infomercials, was sentenced on Monday to 10 years in prison. Trudeau, 51, who has been held in federal custody since his conviction in November, will also have five years of supervised release after serving his sentence, U.S. District Court Judge Ronald Guzman said. "He is deceitful to the very core, and that type of conduct simply cannot stand

Multiscreens – It’s All About Context
March 7, 2014

Who would have imagined even a few years ago we'd be talking about multitasking entertainment and media consumption? Sitting down to watch TV or waiting in line used to be a singular activity. In today's omnichannel world—where consumers access 24/7 content across channels—it seems natural for them to use whatever device is handy to get what they need, or more than one. But are you making the most of this behavior when engaging with your customers and prospects?

TV Ads Just for You, Dear Voter
February 18, 2014

The days when political campaigns would try to make inroads with demographic groups such as soccer moms or white working-class voters are gone. Now, the operatives are targeting specific individuals. And, in some places, they can reach those individuals directly through their televisions. Welcome to "addressable TV," an emerging technology that allows advertisers—Senate hopefuls and insurance companies alike—to pay some broadcasters to pinpoint specific homes

The Entertainment Problem in Marketing Today
February 11, 2014

While our human nature likes to be entertained, are we losing sight of the core reason most advertising and marketing is created? To sell more of our products and/or services. Research suggests that 50 percent of people tune into the Super Bowl just to watch the ads, and recent research by Communicus, a Tucson, Ariz.-based research firm, divulged that 80% of Super Bowl ads don't increase sales. Even worse, almost 60 percent of the ads the firm tested didn't even increase purchase intent, but they do entertain

Waiting for Justin
January 31, 2014

While watching The Grammy's on January 26, I became totally engaged with a new series of TV spots from MasterCard. In them, they suggest that a viewer may get a surprise visit from Justin Timberlake—a priceless surprise to be sure. Feeling optimistic, I quickly ran out to my front porch and made sure the light was on, the doorbell was working, and then I freshened up my lipstick 'cause hey, you never know.

2014 Is All About the Benjamins, Forecast Shows
January 14, 2014

The future's so green, direct marketers have to wear shades of optimism and fatter wallets in 2014 and beyond. That was the take from Bruce A. Biegel, senior managing director of the Winterberry Group, speaking during the Jan. 9 luncheon at the Direct Marketing Club of New York. His presentation, titled "Annual Outlook: What to Expect in Direct & Digital Marketing in 2014," mostly covered trends, with a quick recap of 2013.