Archive for July, 2010

How Nonprofits Can Profit from DRTV

July 29, 2010


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By Ronald C. Pruett, Jr, CEO, Mercury Media

Every business has two elements, the tangibles and the intangibles. Tangibles are concrete – the way a product tastes, the way it works, or the value it brings you and your family. Intangibles are rooted in emotion – the way a product or service makes you feel about yourself or the image it conveys to others.  One of the great things about direct response advertising is that it closes the gap between the tangibles and the intangibles. Direct response is centered on enhancing a product or service’s tangible offerings and making its intangible offerings more concrete by making them actionable.
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HotelExecutive.com: Direct Response TV: Stimulus Funds for the Travel Comeback

July 26, 2010


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By: Beth Vendice, President, Mercury Media Boston

My article, “Direct Response TV: Stimulus Funds for the Travel Comeback” was featured today on HotelExecutive.com.  It is the first of a series of six, so stay tuned for future articles on how you can use DRTV to boost your travel business!  See my complete article below, also available by subscription only at HotelExecutive.com.


If only the travel industry were like the banks, or the biofuels business. Then it would have this huge stimulus fund to research and develop product, attract new customers and access the capital necessary to grow without the burden of huge debt. However, the travel industry does find itself in a good position presently. It is in the midst of a comeback. But economic comebacks have a flaw, being that access to ready capital. It is time for marketing innovation, a stimulus fund if you will. That stimulus program for the travel business has come in the form of direct response innovation.
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A Guide to Games and Advertising

July 21, 2010


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By:  Michael Goodman, Senior Director of Analytics, Mercury Media Boston

Video gamers represent a significant portion of the world’s population and, contrary to conventional wisdom, these gamers are not just adolescent males.  According to the Yankee Group, the average console gamer in the U.S. is 26-years-old and the split is 68% male to 32% female.  In comparison, the average casual web gamer is 36-years-old and split 50% male, 50% female.
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Hispanic Marketing 101: Smart Marketing Is About Consumer Segmentation

July 12, 2010


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By Marcelino Miyares, Director, Mercury en espanol

When I have conversations with prospective clients who haven’t yet taken the step into Hispanic-language DRTV, I know that they are expecting me to give a mixed presentation about DRTV and Hispanic Marketing 101–but that’s not what they get. There are few actionable differences in marketing to Hispanics versus general consumers and if that is disappointing, I apologize. It is the marketer, not the marketing, that makes the difference. Nowhere is this fact more discernable than DRTV, with its singular focus on ROI and business performance.
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Join Us At LeadsCon East!

July 8, 2010


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By Ronald C. Pruett, Jr, CEO, Mercury Media

The rise of the internet has put traditional television advertising on the defensive, but we aren’t resisting the trend. DRTV has proven a top channel for leveraging the lead generation capabilities of the Web with large scale audiences – turning viewers into customers at record pace.
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