Now that the whole world has discovered the benefits of measured media, direct marketers are making inroads into big-money TV budgets. You'll learn how to get sales without sacrificing the brand. We'll talk about how the most effective creative approaches strike the delicate balance between maintaining a positive brand experience and getting the phone to ring. But wait! There's more! You'll walk away with best practices for media buying and how to align DRTV efforts with Search and online media, all backed by real-world results. And naturally, we'll talk about the numbers. Because it's all about ROI..

LEARNING POINTS: .

- Incoporating DRTV into your overall DM strategy to reach new audiences.
- Which KPIs (key performance indicators) to monitor closely to optimize your DRTV budget.
- Choosing the right creative approach for your brand