TV strategy: Make a direct connection
David BealeMediaCom
The Direct Response TV model, that has hitherto served DR advertisers well, is becoming obsolete. But a new model, Connected Response TV, offers increased relevance for television within the media hierarchy, as well as the opportunity for increased revenues.
TV strategy
This article is part of a collection of pieces on perfecting TV advertising strategy. Read more.
Direct Response TV has, for years, been the mainstay of countless DR advertisers' investment plans. It has spawned specialist agencies, division within agencies, its own trading deals and a whole set of...