Based on the Direct Marketing Association’s recent report, “The Integration of DM and Brand,” some have concluded that the lines between direct marketing and brand advertising are blurring or have all but disappeared. With all this blurring, it’s time for a little focus on lines that matter.
For experienced direct practitioners, the line between branding and […]
Archive for the 'DRTV' Category
DM and brand: When lines blur, you may need glasses
Posted The Editor in Business, DRTV, Branded Entertainment
The idea that advertising needs to either build brand or drive an immediate response seems as ridiculous to me as the idea that to lose weight one must choose between either more exercise or a healthier diet.
Clearly, both are necessary. In years past, brand advertisers would stop me right here and say, “No way; everything begins with brand.” Likewise, direct response (DR) advertisers have had their own arguments: “We’re bringing in the money; who cares about brand?” […]
Many DRTV campaigns today look like they were created in some alternate universe, far removed from the company’s marketing strategy and brand platform. This is a huge mistake. Regardless of how effective they are from a ROI perspective, DRTV campaigns that are not on-strategy and appropriately branded are counterproductive and potentially damaging to a company’s […]
Music Can Help Make The Phone Ring
Posted The Editor in DRTV
It is commonly known that consumers buy products based on emotion. Music has the power of creating an emotional response. Think about a scary scene in a horror movie. The music tells the viewer how to feel emotionally — frightened. The high, shrill strings that accompany the actor walking down the dark hallway tell us […]
Using PR as a Direct Response Tool
Posted The Editor in PR, DRTV
For years public relations professionals have struggled with how to effectively measure the value of their efforts. As a former agency guy myself, I’ve seen first-hand how PR executives and clients alike test different means of measuring ROI from public relations activities — everything from clip books to message consistency, awareness to website hits […]
Within the course of your lifetime, you’ve more than likely heard the phrase, “A picture is worth a thousand words,” spoken at least once or twice. That phrase, while cliché, is very true —especially when it comes to producing a successful direct response television commercial […]
The Crucial First Step : Testing
Posted The Editor in Business, DRTV
There are more options today to sell your product direct to the consumer public than ever before. Sometimes having so many options can be overwhelming. Different approaches … but all focused on the same goals: how to achieve best return on investment ROI, grow your market and expand your business […]
The From the Lab team was talking with an old pro in the direct mail business the other day. We were specifically discussing the mortgage business and how mortgage companies are applying some basic principles they learned in their direct mail experience to their DRTV advertising […]
Cash Out like ‘Cash Call’
Posted The Editor in DRTV
You’ve all seen the “Cash Call” commercials, and if you haven’t, then chances are you don’t watch television. Every time the “From the Lab” team sees the commercials, we think there must be a lot of people who need money fast in this country — because the “Cash Call” folks sure do spend a lot […]
As an industry, we are all aware of the importance of following the most basic required principle of testimonial management: testimonials must be authentic — unpaid and uncoached in any way. If you follow this principle, only then can you begin to under-stand the true importance of powerful testimonials and extraordinary results […]
