Archive for August, 2010

A Guide to DRTV Terminology

August 18, 2010


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

TV is by far the most powerful medium available to advertisers as it can reach mass audiences, show dramatic visual demonstrations, and air emotional testimony.  DRTV uses the power of TV to create the “impulse to buy” and drive sales to retail, Internet and other distribution channels.
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Would You Bet Against the Power of TV?

August 9, 2010


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

We’ve been analyzing marketing measurement tools and developments for many years now, and there’s nothing more exciting than finding a blazing, controversial new trend. The past few years have certainly provided that kind of excitement as customers have sprinted toward digital, mobile and social media. But as much as I want to find something new to present to clients, there’s one thing that just won’t move. That something is TV.

Marketers need to accept the fact that TV has not gone anywhere and has simply grown into a bigger behemoth than ever before, despite the ubiquitous presence of digital touch points. Now TV is becoming more interactive and it is that interactivity that will make the most popular device in the house – the most popular electronic device since the light bulb, even – more entrenched. Interactive TV is where direct response will find its most important intersection.
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Medical Marketing and Media: Boomers Respond to DRTV

August 5, 2010


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

Call it the Gray Tsunami, the Silver Tsunami or just plain Baby Boomers getting old. The first of more than 77 million Baby Boomers entering Medicare next year will lead to more changes in our ever-evolving healthcare system. The wealthy, health-conscious and tech savvy Boomer generation is most responsive to personalized information offered in a holistic manner than the generations before. Advertisers are quickly learning the importance of altering tactics to suit Boomers in order to reach this demographic in a direct and efficient way.
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