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Direct Response Marketing

News Corner February 12, 2014

12 Feb, 2014 By: Doug McPherson


Author Michael Alden, president and CEO of Blue Vase Marketing and author of “Ask More, Get More,” is sponsoring the Go Green Racing team in the 2014 NASCAR Sprint Cup Series. The book's logo will appear on car No. 32 at Daytona, beginning Feb. 15.

DRTV buyers Media Design Group report a 1,300-percent increase in Gainesville, Fla., site traffic for its client TheBouqs.com after running a TV spot in Gainesville during the Super Bowl. Google Analytics data say the spot yielded 15 times the amount of website traffic than an average Sunday TV spot.

Northern Response International Ltd. continues to expand into U.S. retail with its cleaning product Hard Water Wand moving into Bed Bath & Beyond, Kitchen Collection, Boscov’s, Shopko, Kroger’s, Rite Aid and others. 

Univision's El Rey network will debut new programming on Feb. 14 that will include classic shows, movie marathons and sports. 

a2b Fulfillment, a third-party logistics provider with a specialty in order fulfillment, customer care and value-added services, will be a solution provider sponsor at the fifth annual Georgia Logistics Summit on March 18 -19 in Atlanta. The company also teams with Boston-based Mojo Research & Development, the E-commerce provider serving the DRTV space. Mojo clients can now benefit from a2b Fulfillment’s operations, including order fulfillment and order management to customer service and returns processing. 

DMW Direct, a leading direct response advertising agency, promotes Sean Clark to associate creative director. 

Horizon Media and Clear Channel Communications sign a $100 million, multi-year agreement that provides Horizon clients with an array of advertising, sponsorship and integrated marketing opportunities across Clear Channel’s portfolio of media properties and entertainment venues. The deal also provides Horizon with exclusive rights across events and promotions such as the media company’s iHeartRadio Theater performances in New York and Los Angeles, as well as events tailored specifically to Horizon clients.

The National Association of Broadcasters is calling on Nielsen to delay a planned rollout of a new "hybrid" measurement method until it can be fully tested in the marketplace. Nielsen has quietly been telling clients about changes to its local TV audience methods, known to be sub-adequate in some of its smaller markets for some time.

Sold out for months, ABC announces a partial list of 14 advertisers for this year's Academy Awards. The 30-second spots went for $1.7 million. On the roster: JCPenney, Johnson & Johnson, American Express, General Motors and Coldwell Banker, among others.

Photo-sharing giant Pinterest unveils a revamped mobile website to expand into international markets where users may not be able to access its mobile app. This version has a cleaner look and feel and offers the same features found on desktop sites.

Google’s Product Listing Ads (PLAs) – enhanced search ads that include price and image –saw steep growth in fourth-quarter 2013. Data from The Search Agency says total spending on PLAs rose 71 percent quarter over quarter and 164.8 percent year over year in the last quarter of 2013, pushing its overall portion of Google’s spend share to 0.28 percent. PLAs also saw huge increases in impressions and clicks. The former grew 82.9 percent year over year and 63.4 percent quarter over quarter. Clicks in the fourth quarter of 2013 nearly doubled compared with the same quarter in 2012 and rose 63.4 percent over the third quarter of 2013.

The Interactive Advertising Bureau announces a new definition of advertising engagement and identified core metrics for digital and legacy ad engagement across platforms. Both buy and sell sides agree on recommendations for metrics in the three categories of engagement: cognitive, emotional and behavioral/physical. The report, titled “The Advertising Engagement Spectrum: Defining and Measuring Digital Ad Engagement in a Cross-Platform World,” builds on the concepts around engagement as outlined in the 2012 IAB report “Digital Ad Engagement: An Industry Overview and Reconceptualization.”
 


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