Archive for the ‘Tech and Ops’ Category

DRTV: In the Strike Zone

March 11, 2010


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By: Ronald C. Pruett, Jr., Chief Executive Officer, Mercury Media

I took special notice of Multichannel Merchant editor Melissa Dowling’s lead editorial last week. If you didn’t catch it, she describes her experience in ordering and then not receiving a household cleaning product from a direct response TV ad. There are two lessons to be learned from this. One: Never underperform for a member of the trade press. Two: direct response is an operational business that covers the complete customer experience from ad to delivery and all points in between.
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Streamlining Operations Through Better Technology

November 24, 2009

FOCUS: TECHNOLOGY AND OPERATIONS

BY: Lucio T. I. Maramba, Director of Response Tracking, Mercury Media Santa Monica

Is your direct response media agency running on all cylinders?

Clients often evaluate potential media agencies based on their rates and relationships with media outlets, but what about the agencies whose departments directly support the media buying engine?

In today’s competitive environment, your campaign has enough challenges to overcome without having to worry about the operational efficiency of your media partner.  The lowest media rates will not matter if the operational departments behind the scenes drop the ball on vendor setup, traffic and tracking.  Operational departments are vital in bridging the gap between media buying and accurate and actionable response tracking.  (more…)