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The study found that slightly more than half (53.2%) of DRTV viewers are female, with a mean age of 41, four years younger than viewers who do not watch DRTV.
As INTERNATIONAL acceptance for direct response television (DRTV) has grown, Latin America has become one of the first regions outside of the United States to be explored.
DRTV had been involved in the first eight Dogma-certified titles, including von Trier's "The Idiots," Thomas Vinterberg's "The Celebration" and Soren Kragh-Jacobsen's "Mifune."
DRTV and radio aren't for everyone, but are another way to diversify revenue streams.
Piaskowski recounts the experience of a credit card marketer that had a great response to its DRTV spot on a Spanish-language channel, but a dismal approval rate.
WWP launched with an investment in direct response predominantly in 2008 but it wasn't until 2010 that it started the DRTV campaign.
Because only one in 10 customers orders the products by phone or the Internet, the DRTV advertising campaign creates a strong, built-in demand for the items.
"DRTV used to be people selling slicing-and-dicing Ginsu knives to consumers," said Victor Grillo, president of Advanced Results Marketing, who forecasts robust growth for the channel.
A Zentropa Entertainments production, in association with the Danish Film Institute, Scanbox, DRTV. (International sales: Trust Film Sales, Copenhagen.) Produced by Ib Tardini.
Today, not only do we have cell phones, PCs, laptops and remote-controlled giant-screen color TVs but, more importantly, we enjoy the convergence of all three media--a convergence that takes direct response television (DRTV) to new levels of effectiveness.
Emson is responsible for all marketing rights including shortform, DRTV, Retail Chains, Mail Order, Credit Card Syndication and Internet sales.
Campaign components will include television airings in Nielsen-ranked markets, as well as DRTV spots on major airline carriers that will be combined with several hundred print and radio placements.
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