Subject Index
 

Mike Colling, founder of MC&C, argues that the traditional view that strength of relationship between consumer and medium adds to advertising effectiveness is wrong when applied to direct response. Us ...

Loren Grossman, chief marketing officer for RappCollins, discusses the opportunities for direct response TV advertising - such as video on demand (VOD), long-form TV commercials, and retail digital si ...

Direct response television can be an effective method to expose a product or service to a mass audience. This paper covers all aspects of planning and executing a direct response television campaign, ...

This article traces the development of direct response advertising on TV from its earliest days when it was intrusive, brash and unsophisticated to the present time. Now, the author asserts, the med ...

An article which introduces four features on direct marketing. It reminds readers that direct marketing has been the great advertising phenomenon of the last twenty years. The growth should be seen ...

This best practice article provides on overview of the direct marketing industry. It defines the two key elements of the medium - direct contact (mail, telemarketing etc) and direct response (media ...

Praise for a telephone salesman's technique.

Direct response television is mostly incompetent at generating response. The rules for doing so are simple (eight are listed), but traditional agencies tend to ignore them. Creative teams dislike havi ...

Argues that direct marketing specialists rather than above-the-line agencies, are best placed to exploit interactive TV. The separation between DM and brand advertising will disappear in the interacti ...

After reviewing the history of 'infomercials' and published case studies in the USA, the author reports on a postal survey to assess attitudes of current advertising professionals to infomercials and ...

DRTV is growing fast, but for the most part it is being used to generate fast sales leads, not for brand building. Many of the techniques for increasing DRTV response are not compatible with brand bui ...

Shows how a generic ITV number, Call ITV, works, and how it can help to develop and optimise customer dialogue. The idea is a single number for any product or service, the calls then being routed to ...

This article discusses the growth of direct response television advertising (DRTV), looking at results from a joint Channel Four/British Telecom study in this area. The findings provide an indication ...

This article examines the potential for direct response television on the ITV network. There is a growing realisation amongst advertisers that it is possible to generate response at the same time as b ...

In the first of an occasional series on best practice in direct response advertising, Beverley Barker looks at television (DRTV) and how to do it successfully.

Direct Response Advertising (i.e. Ads with telephone numbers) on television is growing. It is in the interests of all to try to ensure the medium is used with maximum efficiency. His study merges two ...

The handling of response must be properly planned.

There's nothing new about 'selling off the screen', but now it's growing and changing. This article shows why this is so, who's using it, and what's new. Direct marketers are finding new technical sol ...

Discusses how direct-response data should be collated, analysed and used. A computer system (PRAVDA - Phillips Russell's Analysis Vehicle for Direct Advertisers) is described: this programme permits t ...