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Article: DRTV: no longer the stepchild of advertising--no matter what the DMA's data says.(But Wait, There's More!)(direct response television)
- Article from:
- Response
- Article date:
- July 1, 2005
- Author:
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The 2004 Response Rate Report from the Direct Marketing Association (DMA) is in, and while it's not quite a case of "lies, damn lies and statistics," it's enough to send chills down the spine of any self-respecting disciple of direct response television. It turns out that, per the DMA, DRTV ranks dead last among 12 different direct response advertising media in return-on-investment (ROI).
Of course, those of us who firmly believe DRTV is a powerful, underappreciated advertising methodology didn't arrive at that belief casually or through some epiphany. We know that it simply works. The DMA data, gleaned from 1,500 campaigns in 25 industries, runs counter to the ...