Retailing Association fosters growth, development and
acceptance of the rapidly growing direct response industry worldwide.
ERA is an association for the companies who use the power of electronic
media to sell goods and services to the public.
Marketing Gets Cautious
Its all about keeping ahead of the curve, if
candy marketers want to maintain this advantageous position, according
to Peter Koeppel, president of Peter Koeppel Direct, a direct response
media buying firm. Its more responsible to be proactive.
For instance, candy makers would do well to keep portion sizes smaller
for kids. When you go to Europe, candy is delivered in much
smaller pieces, says Koeppel. Many U.S. candy companies
are now doing this, but they should directly target the kids. They
want to push smaller, not supersize, treats. more
According to Koeppel
Direct, a direct-response advertising agency that buys television
time for commercials and infomercials, 3 million viewers use DVR's,
but research indicates that in the next five years that number could
skyrocket to 30 million. As a result, there's a lot of product placement
going on in TV, says Peter Koeppel, founder and president of Koeppel
Everyday More Viewers are Skipping through Commercials
Viewers watch 20% to 30% more television once they get a PVR, but
they use it to skip through 70% of the ads. This trend could have
a profound impact on DRTV response rates. more...
Tweaking, Retesting, Tweaking ...
the most successful direct response marketers often have to go through
several rounds of testing and tweaking, in order to produce a successful
DRTV campaign. more...
Your Media Campaign
Direct manages media campaigns for direct response advertisers seeking
measurable, consistent, positive results, immediately and long term.
Our experts create targeted, effective, direct response media buys
that optimize our clients return on their media investments.
New Niches for Direct Response Marketing
An infomercial is the perfect platform to explain
how these new technologies work, how easy they are to use and how
they can make your life easier and save you time and money.