DRTV Ripe for Harry and David
Early last month, Harry and David began running its first direct response television commercial in a decade. The 60-second spot will run nationally on...
Pitney Bowes Boosts Co-Op Mailings
Pitney Bowes will vastly expand its first-ever co-op direct mail program to small businesses next year. Following a 100,000-piece test to customers this...
Imani to Grow Big Time in '04
Aco-op mail program aimed exclusively at African Americans is expected to quadruple in size next year as it picks up more national advertisers. By the...
U.K. Consumers Tuning In to Interactive TV
U.K. companies utilizing interactive television (ITV) are beginning to see consumers spend money via games, voting and shopping options. Mike Colling,...
Software Firm Tweaks Rivals in New Campaign
ACCPAC International Inc., a developer of accounting and customer service software, has launched a $10 million campaign to generate leads and poke fun...
British Airways Lifts Off B-to-B Effort
British Airways launched a $1 million online and direct response print effort in September to attract business class passengers to the airline's flights....
Spam Dunk
Industry lawyers are upset over California's anti-spam bill, but not because it bans unsolicited e-mail. What bothers them more can be expressed in four...
Insert Marketers Say They're Poised for Growth
The current climate of declining postal response rates combined with a soft economy is making package inserts, catalog blow-ins and other such vehicles...
Herbalife Returns to Television
At a Glance Marketer: Herbalife International Inc. Budget: Around $150,000 (test), national budget TBD Media: DRTV Form: 60-, 120-second spots Agency:...
U.S. Launches Armed Services Campaign
A $1.7 million direct response effort touting the armed forces was begun in June by the U.S. Defense Department. All the ads in the mostly print effort...
Humane Society Begins NYT DR Campaign
The Humane Society of the United States (HSUS) has started a direct response advertising effort to raise $1 million annually over three years to stop...
World Golf League Launches DRTV Effort
The World Golf League will spend close to $2 million on direct response television spots aimed at signing up recreational golfers to its local and regional...
Cruise Line Changes Course
Cruise lines have a habit of enticing customers with images of white sand beaches and palm trees. Celebrity Cruises did the same thing until it realized...
Young Women Prefer Direct Mail for Healthcare Offers: Survey
Want to reach young women concerned about their health? Forget MTV—the best channel might be direct mail. That’s the finding of a new survey of 20,000...
SILVER STREAK
2003 marks the 25th anniversary of the John Caples International Awards, founded by Andi Emerson in 1978. To celebrate, DIRECT spoke with Emerson; this...
Make It Your MISSION
Multichannel integration the combining of multiple selling channels and multiple marketing media is on everyone's minds these days. And if it isn't, it...
Baffling Response Advertising 101
What were they thinking? How can such a supremely misguided effort as this costly half-page ad in The New York Times for the College of New Rochelle not...
Makeover Maven: Who's Selling What to Whom?
This ad by Accenture is part of a series that is apparently running widely in both general-interest and business publications. I puzzled over it for quite...
Slowly but Surely
Not all direct marketers are ready to spend their way out of the economic malaise, but fewer will contribute to it during the upcoming months. According...
Knicks Score With DR Campaign
A $1 million campaign to sell season tickets has pulled response rates as high as 80% for the NBA's New York Knickerbockers. For 15 years, the Big Apple's...
Wherify Launches DR Blast for Kid Finder
A high-ticket product that helps parents track their children has been brought to market with a multimedia direct response campaign. Introduced in August...
Second Class No More
At age 49, Howard Draft is marking his 25th year in the direct marketing agency game. Think about it: I was always the kid in the business. [Now] I'm...
Audio Book Club Debuts New Continuities
The Audio Book Club began testing two new continuity programs last month Foul Play: Detective Mysteries and Swept Away: Stories to Fall in Love With using...
New Co-Op Targets Hispanics
A co-op mail program seeking to reach Hispanics will be rolled out this month to 1.3 million households. The mail package, Carmen's Cupones y Consejos,...
The Case for Space
Before Steven Spielberg produced Jurassic Park, before Barney's giant purple onslaught, there were: Prehistoric Playthings Your Child Will Love: A Dozen...
