With today’s hyper-distracted consumer, marketers need a healthy media mix to spark consumer engagement. One frequently overlooked option is direct response television (DRTV) advertising, a discipline ...

DRTV can be enticing to direct response marketers because of its presence in all of our lives and to be blunt. When it works well, it can be incredibly profitable because of its broad reach both ...

Call it the Gray Tsunami, the Silver Tsunami or just plain Baby Boomers getting old. The first of more than 77 million Baby Boomers entering Medicare next year will lead to more changes in our ...

Direct response television (DRTV) is best know for “as seen on TV” product offers that can generate immediate and significant product sales. But marketers often overlook the fact that the medium is ...

“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Patrick Hopf, founder and president at SourceKnowledge. Unless you have a ...

Have you seen the direct-response television (DRTV) spot for Hoveround Scooters? At first, you're not sure if it's for real. It features elderly people in matching outfits cruising around in unison to ...

Chief Marketer recently spoke with Bill McCabe, the newly named president/CEO of direct response television agency A. Eicoff and Co. (a unit of Ogilvy & Mather), to get his take on the rapidly ...

Blood cancer charity Anthony Nolan has launched a new DRTV ad created by Watson Phillips Norman to act as the centrepiece of a summer fundraising campaign. Telling the story of Chloe, a four year old ...

Are you a print subscriber? Activate your account. By I-Hsien Sherwood - 6 sec ago By Ann-Christine Diaz - 1 hour ago By Jack Neff - 10 hours 18 min ago By Ilyse Liffreing - 10 hours 33 min ago By ...