Key to marketing success is a disciplined approach to testing ideas and action. After all, marketing writing and consulting is…
DR Television
Thoughts from a pioneer in branded DRTV – both long- and short-form.
I’m often amazed at how poorly agencies manage their own marketing – especially their own brand. Look across the ad…
There’s been a lot of talk lately about store brands competing with manufacturer brands – mostly talking about how store…
A potential retail oriented DRTV client once opened our meeting with “this needs to be a top 5 show”. I…
Advertising is far too often driven by lore and anecdote – even when it comes to media spending. So it…
It’s been a crazy week of reports on TV. It started with the extremists predicting nothing less than complete destruction…
Recently, a Goldman Sachs executive departing the company authored a letter that was republished by the New York times. If…
Let’s define a new term: Creative Correctness. In other words, the tyrannical pressure from a specific view of artistic perfection…
With the October edition of Response Magazine, we have released my book “Building Brand with Direct Response Television“. This book…