Session Information
DMA06 Conference and Exhibition
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Decoding the DNA of Brand-Based DRTV
Track
:
Interactive Marketing
Program Code:
F460
Date:
Tuesday, October 17, 2006
Time:
11:15 AM to 12:15 PM
Location:
104
SPEAKER
(S):
Ian French, President & Executive Creative Director, Northern Lights Direct Response Television
Leslie Grossman, Director, Customer Acquistion Marketing, BMG Columbia House
Description
This timely and important session reveals the science behind some of today's most successful brand-based DRTV campaigns - campaigns that have shattered expectations and delivered exceptional ROI's while simultaneously building brand. Using "real world" case studies, you will learn how savvy companies have combined the "science" of response with the "art" of persuasion to create supercharged DRTV commercials and how to do the same for your products or services.
Learning Points:
-The DNA of DRTV (nine rules you must follow for effective brand-based DRTV)
-The five mistakes most brand advertisers make and how you can avoid them
-Why your AOR can't do DRTV (and will never learn)
Learning Points:
-The DNA of DRTV (nine rules you must follow for effective brand-based DRTV)
-The five mistakes most brand advertisers make and how you can avoid them
-Why your AOR can't do DRTV (and will never learn)
Handout Online
