Saw a press release this morning from a DRTV business claiming to have “validated” a “test before investing strategy”. (Link…
Direct Response
Over the past year, I’ve written a series of articles in Response Magazine that look at ways to get more…
After nearly 20 years using audience testing to learn how to improve infomercial sales, we don’t use dial groups –…
The advertising and marketing industry has let the term “Brand Advertising” come to mean “the only advertising that builds brand”.…
Long ago studies began to suggest that advertising tends to be more effective when it’s “likable”. And very quickly, likability…
There’s nobody easier to sell to than other salesmen. Unless, of course, you’re promising a consumer revolution to advertising agencies.…
Nielsen ratings are often attacked for a variety of problems with their statistical reliability and I certainly don’t disagree with…
Now that we’re thoroughly depressed by Bob Garfield’s most recent apocalyptic editorial mope, there’s an item of interest reported this…
Wayne Friedman noted in a recent article in MediaPost that advertisers have been slow to embrace HD for their TV…
There’s no myth I hate more than the idea that DRTV’s primary role for companies is driving direct sales. Yes,…