Archive for the ‘NonProfits’ Category

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.