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How to Use TV and the Internet to Tap into the Baby Boomer Market
Thursday, November 15th, 2007
In the past, advertisers have focused on reaching consumers in the 18-49 age range. Today, that may be changing. As more and more companies are realizing the buying power that the Baby Boomer generation possesses, marketers are shifting their ad dollars and campaigns to reach this powerful market segment.read more | digg story
Full Speed Ahead! The automotive industry turns to DRTV
Monday, October 29th, 2007Expect to see more automakers, dealers, auctioneers and other auto-related firms using DRTV in the future, and complementing those efforts with online video and other tools that help “drive” consumers to trade in their current cars in favor of a new or used vehicle. read more | digg story
Why direct response television ads remain viable
Monday, October 15th, 2007DRTV ads once relied almost exclusively on viewers’ picking up the phone. Now many also steer consumers to Web sites. “If you give the customer a choice of an 800 number or a Web site, about 30 percent, on average, now go to the Web site,” says Peter Koeppel, president of Dallas-based Koeppel Direct Inc., [...]
What to Look for In an Infomercial Media Buying Agency
Monday, October 1st, 2007Infomercial media buying is a highly specialized type of media-buying. General advertising agencies do not have the expertise to buy infomercial time. They are familiar with buying general advertising that is designed to build awareness. In researching an infomercial media buying agency, look for a firm with the following capabilities: Make sure you align yourself [...]
Does Media Buying for online video actually pay off?
Monday, April 23rd, 2007There is a lot of debate over whether online video actually pays off. Direct response media buying experts are wary of the cost associated with rich media video ads, which tend to occupy premium ad space on the major networks and have a costlier CPM than traditional banner ads. Despite the higher-than-average conversion ratio of video [...]
Trends in Media Buying
Wednesday, April 18th, 2007Savvy 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 [...]
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 [...]
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, [...]
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