Mary Ram

By Peter Marshall and Mary Ram The price is right—see if your product fits the medium. There's no doubt about it—the economy has been rough. But while general advertisers have been pulling their money back, direct marketers chug along, allocating dollars that produce leads and make direct sales—in other words, delivering results and realizing a positive return on investment (ROI). With ROI driving everyone's business decisions, cost vs. response is obviously the most important concern. Direct response television (DRTV) presents an attractive option for many advertisers in this environment. The Direct Marketing Association reports that DRTV has grown every single year by 11.5 percent

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