Direct Marketing Will Knock the Spots Off TV Advertising

Argues that direct marketing specialists rather than above-the-line agencies, are best placed to exploit interactive TV.

Direct Marketing will Knock the Spots Off TV Advertising

Neil Fox andDavid Burrows TDA

At a recent conference (1) on interactive television (iTV), the platform providers urged advertising agencies to embrace direct marketing in the context of interactive TV. It was explained that iTV is the ultimate landscape in which brand advertising and direct-response marketing converge. For interactive advertising to succeed, traditional advertisers must understand the necessary shift from creating borrowed value to being forced to gain inherent value through the response to the advertising. They have to understand the need to integrate the emotional pull of...

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