drtv
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Trends in Media Buying
Wednesday, April 18th, 2007
Savvy marketers are increasingly looking for media buying firms that have the ability to buy all forms of media, whether its direct response television (DRTV) or traditional TV buys, print, online or radio. They are also seeking media buying firms that have the ability to track, measure and optimize results in real time. A multi-channel [...]
Maximizing the Return from Media Buying
Monday, April 16th, 2007Media buying is no longer a process where you can make media buys for the quarter and sit back and hope your media buying expertise delivers the results you are looking for. Media buying in today’s media environment is an ongoing process of monitoring, tracking, reporting and optimizing media buys based on performance. Marketers are [...]
Build Brand Value through your Direct Marketing Media Buying
Friday, April 13th, 2007Direct response marketing provides media buyers with the opportunity to both sell and brand their products simultaneously. If you have a hot drtv brand, it allows you to branch into new product areas. It’s allowed OxiClean to launch a full line of products, Google to branch into radio and video, Apple to offer video and Motorola to [...]
Direct Response Media Buying and Wal-Mart
Thursday, March 29th, 2007A CHANGE OF COURSE Wal-Mart is looking to simultaneously target “low-price loyalists and high-income customers,” as reported in the WSJ. It wants to appeal to higher income customers without losing the customers who shop at Wal-Mart because of the low prices. By utilizing a targeted direct media buying approach, Wal-Mart will be able to selectively [...]
Neuromarketing allows media buyers to get inside the heads of their consumers
Wednesday, March 14th, 2007Even though neuromarketing allows media buyers and marketers to get inside the heads of their consumers, it’s not always easy to understand what’s going on in there. Figuring out exactly what people are thinking based on scanning results remains a challenge, says Carolyn Yoon, associate professor of marketing at the University of Michigan Stephen M. [...]
A Closer Look at PPC
Thursday, March 8th, 2007Media buying and  advertising experts that run PPC campaigns are charged each time someone clicks on their ad. For example, if you bought the rights to the search term LCD TV on a search engine for $3 per click during the holiday period, the ad would appear next to the search results. Each time someone clicked on [...]
How to Avoid the 10 Biggest Direct Response TV Mistakes
Friday, March 2nd, 2007Koeppel Direct Inc. is pleased to announce that its president, Peter Koeppel, will be speaking at Austin Ad Fed meeting on March 21, 2007 about marketing products utilizing direct response television. If you dream of making millions by marketing your product through infomercials, you’re not alone. Direct response television (DRTV) provides an excellent platform for [...]
Marketing and media buying strategy and a brand that lasts.
Monday, February 26th, 2007Jackie Huie, president of JohnsonRauhoff Communications Group, based in southwestern Michigan, said that one of the most commonly made mistakes in branding is not finding and using that niche that makes you stand out from the crowd. Huie’s agency serves both small regional and large national accounts, such as Coca-Cola Foods, GE, McDonald’s, Meijer, Pepsi, [...]
The Decline of the :30 Commercial and What it Means for Media Buyers
Friday, February 23rd, 2007At the ERA Mid-Winter conference in late January, I heard from a range of people in the media buying industry, who indicated that results were off versus a year ago. Some speculated that it was due to the milder weather this winter, but it seems that it’s not just the weather alone that’s impacting the drtv industry, as [...]
The Power of Google and Media Buying
Thursday, February 22nd, 2007David B. Yoffie, a professor at Harvard Business School is quoted in one of the NY Times articles, Google is the realization of everything we thought the Internet was going to be about but really wasn’t until Google. Google has already had a significant influence on small to medium sized media buying businesses by enabling them [...]
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