Style gets attention, but substance drives sales
Article Abstract:
Creative direct response television (DRTV) advertisements can be a good tool for catching attention but its value for driving sales is doubtful. Creative, eye-catching spots may initially drive sales up but a follow up will depend on whether the company can deliver on its promise. If not, the creative spot can backfire. Moreover, the growing popularity of electronic commerce will make advertisers more accountable in the future.
Publication Name: DM News
Subject: Construction and materials industries
ISSN: 0194-3588
Year: 1999
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UCITA brings new legal realities
Article Abstract:
The direct response television (DRTV) advertising industry should understand the full implications of the Uniform Computer Information Transactions Act (UCITA) as it moves into the Internet and as the Internet moves into DRTV. The legal issues cannot be ignored given the commerce explosion through this new medium. UCITA was approved by the National Conference of Commissioners on Uniform State Laws in Jul 1999.
Publication Name: DM News
Subject: Construction and materials industries
ISSN: 0194-3588
Year: 2000
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DRTV marketers can be part of the gold rush
Article Abstract:
Direct response television (DRTV) marketers should not treat the Internet as another annoying medium but rather approach it as one that can bring substantial returns. DRTV companies cannot afford to ignore the Internet if only for the simple fact that many consumers are watching less TV and spending more time on the Internet. An added incentive is the interactive nature of the Internet, unlike TV.
Publication Name: DM News
Subject: Construction and materials industries
ISSN: 0194-3588
Year: 1999
User Contributions:
Comment about this article or add new information about this topic:
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