The Confluence of Brand Advertising and Direct Response
Posted by Alberto Ferrer on Mar 3, 2009
In an unfortunately-titled op-ed piece in DM News magazine (“Branding and response are the same”), Young & Rubicam’s John Gerzema and Wunderman’s Daniel Morel discuss the changes to the traditionally-held beliefs of how brand advertising works with direct marketing that have come about mostly because of advances in digital technologies.
Although at times the writing is [...]
DRTV Ads Do Well in DVR Homes
Posted by Alberto Ferrer on Jul 26, 2007
Brian Steinberg writes in the 07/16/07 issue of Advertising Age about which television spots are more prone to keep viewers from fast-forwarding. DRTV ads kicked butt.
The data comes from TiVo’s StopWatch, available since February of this year, which measures second-by-second viewership from a random sample of 20,000 TiVo units. Two months of data were released [...]
Behavior Rules!
Posted by Alberto Ferrer on Jul 24, 2007
I read an interesting article in the 07/16/07 issue of Advertising Age. The article, “Behavior Defines Consumers” by Tom Neveril of Storybrand Consulting, appeared in the CMO Strategy section of the publication.
While essentially a research-related article, I found it valuable for marketers in general to consider what Neveril writes in the context of marketing communications. [...]
Hispanic Consumers Love Direct Mail
Posted by Alberto Ferrer on Jul 7, 2007
The Direct Marketing Association’s (DMA) 2006 Hispanic Market Survey underscores the fact that Hispanics as a whole are very receptive to direct mail, substantially more so than general market consumers.
Specifically, the factoids noted are as follows:
71% of Hispanic consumers indicate that they read direct mail
70% of Hispanic adults who speak Spanish at home said they [...]
Don’t Forget the Back-End Processes
Posted by Alberto Ferrer on Jun 8, 2007
When bringing clients into direct marketing to Hispanics for the first time, I have long advocated an approach that can be summarized as “start from the back and work forward.” Essentially, it calls for building the infrastructure that will support the program before media and creative are even explored.
That means looking at the existence of [...]
