Brits predict DRTV growth with digital TV

Article Abstract:

Direct response television (DRTV) advertising is projected to make up 50% of television advertising in the United Kingdom by the year 2009. DRTV ads on both terrestrial and satellite channels has grown since 1996, when its share was only 2% of the advertising budget. The recent study done by London-based Market Tracking International Ltd. projects that majority of DRTV's growth in the coming 10 years will be directly related to the surging use of interactive media and the Internet. The DRTV trend is attributed to the changes in consumer attitudes and basic marketing approaches to target specific markets rather than mass audience.

United Kingdom, Market information - general, Targets & Markets

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Saturn wows customers with e-mail

Article Abstract:

Saturn, the Spring Hill, TN-based division of General Motors, attributes the steady call volume at its service centers to its user-friendly Web-site. At a time when companies have been faulted for leaving e-mail responses unanswered indefinitely, Saturn is capturing customers by promptly responding to e-mails within a 24 hour period. Saturn expects to garner 30,000 e-mail requests by the end of 1998, up from the total of 14,500 in 1997. Its call centers expects to hit 197,000 calls by the end of 1998, up from 4,000 in 1997.

Tennessee, Saturn Corp.

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Cadillac show seeks younger buyers

Article Abstract:

Cadillac Motor Car Div has launched the first infomercial for its 1999 Seville STS. The infomercial has been designed to generate sales particularly among younger car buyers, and former MTV video jockey to Mark Goodman to host the show. It focused on the car's Northstar System, which includes a 300 horsepower, V8 engine and Stabilitrack, and its electronic, integrated sensing system. The infomercial was created by Draft Worlwide Inc of Chicago, IL.

United States, Use of services, New orders received, General Motors Corp. Cadillac Motor Car Div.

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