Friday Forecast: What's Up With Networks' Nielsen Titling Monkey Business?

by Colleen Ferrier and Rick Petry on Jun 23, 2017 9:41:40 AM Advertisements

While perusing the most recent issue of The Weekly Standard, your Friday Forecasters came across this curious headline: “NBC’s Fake News Show.” The piece went on to explain that NBC had recently come under fire for selectively changing the title on their primetime news show from NBC Nightly News to NBC Nitely News for the purpose of Nielsen’s audience ratings tracking.

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Words to the Wise From a State Attorney General to Direct Response Marketers

by Bill McClellan on Jun 22, 2017 9:41:23 AM Advocacy, Government Relations, Consumer

In May, I wrote “The FTC Isn't the Only One Watching Direct Response Marketers.” This still holds true. State attorneys general, such as Karl A. Racine (D-DC), an up-and-coming star in the Democratic Party, and other state regulators are making enforcement waves on direct response marketers. And according to Racine, state attorneys general are ready to lean in on enforcement and step up.

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Mobile Payments: Traditional Tides Are Changing

by Monica Eaton-Cardone on Jun 21, 2017 9:34:39 AM Consumer Behavior

Retailers beware: A hesitancy to ride the wave of mobile payments could sink your business and submerge your sustainability. The traditional ebb and flow of card-centered purchases is on its way out to sea.

Trusting a mobile wallet, or near field communication (NFC) payment method, may seem dangerous, but your customers want it. And customers usually get what they want.

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Friday Forecast: Q3 Snapshot: 5 Things DRTV Advertisers Can Expect

by Colleen Ferrier and Rick Petry on Jun 16, 2017 4:17:49 PM Advertisements

This week your Friday Forecasters sat down with Scott Kowalchek, President & CEO of DirectAvenue, a short form direct response television (DRTV) and brand media planning and buying agency. Our aim: to identify trends that may have an impact on the third quarter DRTV media marketplace as well as evolving directions that are likely to impact such advertisers into the future. 

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Direct Marketing and Politics: A Partnership for the Ages

by Bill McClellan on Jun 15, 2017 2:01:53 PM Advocacy, Government Relations

Sen. Luther Strange (R-AL) joined us as our legislative keynote speaker on day two of the 2017 Government Affairs Fly-In and his remarks on the current political landscape were inspiring. Strange’s regulatory experience as Alabama’s Attorney General has given him plenty of background knowledge of the direct response industry to take straight into the U.S. Senate.

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Friday Forecast: The Normalization of Digital Piracy: A Blight on Advertisers

by Colleen Ferrier and Rick Petry on Jun 9, 2017 1:00:47 PM Consumer Behavior, Advertisements

There’s a lot of talk about shifts in media consumption habits by generation and the implications that it has for the traditional interruptive television advertising model. We know eyeballs are shifting away from TV onto smartphones, tablets, laptops, and desktops, especially among the demographic groups under 35 years of age. We know too that more content is being streamed on a delayed or on-demand basis and that viewers are either fast forwarding past our commercials or foregoing them altogether.

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Full Disclosure: What You Need to Know

by Bill McClellan on Jun 8, 2017 2:17:12 PM FTC, Self Regulation

One of our featured speakers at this year’s Government Affairs Fly-In was the Federal Trade Commission’s (FTC) Frank Gorman, assistant director, Division of Enforcement. Gorman supervises compliance investigations and enforcement litigation and previously served as the chief of the FTC’s Criminal Liaison Unit.

During Gorman’s presentation, he stressed the importance of being responsive to your customer base and making it easy for customers to cancel your service. Ever try to get rid of a service that you didn’t realize you signed up for and it’s impossible? Well, that company has made a serious error in judgment.

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Friday Forecast: A Modest Proposal - Reach Out and Touch Someone

by Colleen Ferrier and Rick Petry on Jun 2, 2017 10:38:27 AM Brand Marketing

It happens all the time, even for those of us who have been knocking around the direct marketing industry for decades: we meet someone that, in all the years we’ve been at this, have never met. After quickly finding the common intersections, whether they be past jobs or client work or people we mutually know, we find delight in discovering one another, at long last.

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Got Robocalls?

by Bill McClellan on May 31, 2017 9:28:27 AM FTC, Consumer

Our first featured speaker at the Government Affairs Fly-In, Lois Greisman, was incredible and I’m so glad she kicked off our two day conference. As associate director, she currently heads the Federal Trade Commission’s (FTC) Division of Marketing Practices as part of the Bureau of Consumer Protection.

Under Greisman’s management, Marketing Practices leads the FTC’s law enforcement initiatives tackling telemarketing fraud (including Do Not Call enforcement), fraudulent investment opportunity schemes, and internet frauds, with particular focus on challenges posed by new technologies and convergence issues.

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Friday Forecast: Privacy, Security & The Ghosts of '1984'

by Colleen Ferrier and Rick Petry on May 26, 2017 12:38:46 PM Consumer Behavior, Trends

The ramping up of allusions to George Orwell’s legendary dystopian novel 1984 really began in earnest when Edward Snowden revealed the degree to which the American government was surveilling its citizens. But since Donald Trump assumed the office of the United States presidency, such references to the literary classic have revolved more around the notion of Thought Police and Thought Crimes and the idea that the powers that be are manipulating a narrative in order to deceive the public.

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Highlights From the 2017 Government Affairs Fly-In

by Bill McClellan on May 25, 2017 4:37:51 PM Advocacy

Yesterday ERA wrapped up the 2017 Government Affairs Fly-In and we could not be more excited for next year! The Government Affairs Fly-In in Washington, D.C. is an opportunity to establish or maintain your presence as an industry leader, as well as network with other DR industry leaders.

Over the last couple days, attendees had the opportunity to personally meet with congressional and regulatory representatives to talk about the issues most important to our industry, actively participate in the legislative process, and gain insights on upcoming policy changes that could affect their business.

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Smart Buy

by Eddie Wilders on May 22, 2017 9:20:52 AM Brand Marketing, Direct Response

Familiar Turf

Growing up, my family didn’t do much traveling. We visited Walt Disney World as often as we could, but were mostly content to take family vacations by car. The trips weren’t always glamorous (Amish Country stands out for me as a can-miss), but they were filled with laughs and family bonding. 

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Friday Forecast: Manhattan Media's Marianna Morello: The Evolution of a Direct Marketing Trailblazer

by Colleen Ferrier and Rick Petry on May 19, 2017 10:16:13 AM DRTV, Direct Response

It was in the early 1990s when the first National Infomercial Marketing Association (NIMA) annual convention descended on the Mirage Hotel in Las Vegas. Like the manmade volcano that erupted in front of the resort drawing awestruck tourists, Marianna Morello, having recently launched her agency Manhattan Media, was white hot. Word had circulated that she was behind the success of the first print campaign for product marketer A.J. Khubani and Telebrands. Because of this huge success, the direct response television (DRTV) industry was eager to hear more.

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The FTC Isn't the Only One Watching Direct Response Marketers

by Bill McClellan on May 17, 2017 9:36:05 AM FTC, Digital Marketing, Direct Response

Recently, I told you "A Story about “Big Luther” Strange III" to encourage you to come to this year’s GA Fly-In & ERSP Summit. Later, I reported on the "Top 5 Reasons" you should make the trip. 

While re-reading these top five reasons, I realized I left out one of the most important reasons you should attend this year.

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Friday Forecast: Six Essential Tips for Direct Marketing Success

by Colleen Ferrier and Rick Petry on May 12, 2017 9:55:00 AM Trends, Direct Response

Entrepreneurs, inventors, and mainline brands may all consider direct marketing at some point as a means of introducing their product or service to the marketplace. Amid a world of dominant online and offline retailers, it makes perfect sense: why not sell directly to the consumer, enjoy better margins, and keep more profits for yourself?

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Jet Into D.C. for the Government Affairs Fly-In 2017

by Bill McClellan on May 10, 2017 11:03:45 AM Advocacy, Government Relations

I am truly excited this year about the Government Affairs Fly-In 2017 and our companion event, the ERSP Summit, which will take place May 23-24 right here in Washington, D.C.!

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Friday Forecast: Direct Marketers: Take Five! (Minutes, That Is)

by Colleen Ferrier and Rick Petry on May 5, 2017 11:40:22 AM Trends, Consumer Impression

Somewhere between half-hour paid programs and shorter length television commercials, there is the minimercial. Also, known as mid-form direct response advertising, these longer advertisements (that are also shorter when compared to paid programs) can range from three to seven minutes.

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Countdown to the Annual ERSP Summit

by Peter Marinello and Bill McClellan on May 4, 2017 3:47:11 PM ERSP, Advocacy

This year’s ERSP Summit will feature two of the Federal Trade Commission’s leading enforcement officials: Lois Greisman, Associate Director of Marketing Practices, and Frank Gorman, Assistant Director of the FTC’s Division of Enforcement.

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Top 5 Reasons Why Direct Response Pros Need to Attend the Government Affairs Fly-in

by Bill McClellan on Apr 26, 2017 7:57:46 PM

ERA's renowned Government Affairs Fly-In is just around the corner! Our plans for this year’s event are bigger and better than ever.  

If you think your company's compliance efforts can take a break because the Trump Administration is in charge — it's time to think again. State Attorneys General and Self-Regulatory bodies have made an effort to "pick up the slack."

Oh, and Congress has big plans too!

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Friday Forecast: United Airlines and the Death of Trust

by Colleen Ferrier and Rick Petry on Apr 21, 2017 4:50:44 PM Trends, Consumer Impression, Trust

By now, most everyone is aware of United Airlines mistreatment of Dr. David Dao, who was bloodied and dragged off of a flight by O’Hare International Airport security for refusing to heed airline employee orders to give up his seat. Having taken last week off, your Friday Forecasters are admittedly late to the arrival gate on this topic, which has been steady fodder for pundits, late night comics, and outraged social media warriors. While the incident was indeed shocking, and will no doubt be the subject of armchair quarterbacking in marketing and public relations classes for many years to come, we believe the depth of animus it has ignited is rooted in a deeper truth. United’s actions and the buffoonish response of its CEO Oscar Munoz, have exposed a raw nerve the public has suspected for some time: that airlines such as United really don’t give a sh*t about us.

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A Story about “Big Luther” Strange III

by Bill McClellan on Apr 19, 2017 7:21:11 PM Government Relations

Today it is my honor and privilege to tell you a story about the junior senator from the great state of Alabama. Senator Luther Strange (R-AL) assumed office on February 9th, 2017 after his predecessor Senator Jeff Sessions (R-AL) was nominated by President Trump for the position of the Attorney General of the United States of America. Back home and on the campaign trail, he is also known as “Big Luther” Strange.

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Field Report: What People Think of 'As Seen on TV' Brand

by Jordan Pine on Apr 18, 2017 7:34:12 PM Brand Marketing, As Seen on TV, Consumer Impression

I recently learned that the direct-response television (DRTV) industry spent $6.4 billion on advertising in 2016, according to DRMetrix. Of that, $316 million was short-form advertising for consumer products. Put another way: The “As Seen on TV” brand received more than $300 million in advertising support last year. So it’s worth asking: What are consumer impressions of this brand we all share?

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Pillow Pets: Staying Ahead of the Curve

by Rick Petry on Apr 14, 2017 8:54:00 AM Dish, Product Development

En lieu of this week's Friday Forecast, we offer readers Rick Petry's latest DISH column, entitled "Pillow Pets: Staying Ahead of the Curve." 

Every marketer knows that products have a natural lifespan, perhaps best exemplified by the classic product adoption life cycle that resembles a bell curve (Figure 1). In the simplest terms, this curve breaks consumers into groups within the overall pool of buyers for a given product.

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Blow-Back to Colorado’s “Rat Your Customer Out” Remote Sales Tax Law

by Bill McClellan on Apr 12, 2017 10:11:00 AM Advocacy, Government Relations

Back in January I alerted you to how Colorado’s “Rat Your Customer Out” Law would affect marketers. The big picture view is that the U.S. Supreme Court recently declined the review of a case that would require marketers to either collect sales tax on customer purchases in Colorado or report details of the purchase to the state tax collector.

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SXSW 2017: Trends and Observations

by Peter Koeppel on Apr 10, 2017 11:54:00 AM SXSW, Personalization

If this year’s annual gathering in Austin known as SXSW had one overriding theme, it might be “let’s get personal.” From politics of both the global and identity variety, to physical health and as well as wellness of the pocketbook array, to the continued evolution and potential impact of AI technology, the focus was on individual human experience. With an explosive cornucopia of content, here are a few observations culled from this year’s affair.

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