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Article: Rumors of DRTV's demise exaggerated: Euro RSCG's Kirby explains why direct response television is here to stay.(Spotlight)(Interview)
- Article from:
- DM News
- Article date:
- May 5, 2008
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Q: What has changed in the DRTV sector since you started in it?
A: TV is still the dominant mass medium of our time. However, because audiences have become so fragmented in the past two decades, you have to keep in mind that consumers are going to respond in different ways, be it by phone, online, mobile devices. It's still DRTV although you're calling it something else. When you look outside of the US, especially in Asia, mobile devices are a huge way to interact and market to a customer and we think that's coming in the US.
Q: Why isn't DRTV going away?
A: It's still the most effective and efficient way to advertise on TV. It's ...