Fulfillment Leader Visit www.MoultonLogistics.com/demo for a free demo and learn why the biggest names in DRTV have chosen Moulton. DRTV The TABLE OF CONTENTS 40 COLUMNS R RTV Specialists Direct-to-consumer and Retail Fulfillment CHANNEL CROSSING 49 Radio Super Charge Your PI Call Volume with a Remnant Radio Buy By Bill Sullivan Legal Failure to Take NAD Seriously Proves a Costly Mistake for Marketer By Jeffrey D. Knowles and Gary D. Hailey Support Services Be the Apple of Your Consumer’s Eye with Smart Design By Steven Feinberg Fulfillment Cracking the Culture Code By Yolanda Coleman Kokayi 8 Your Association, Your Bottom Line Bringing Clarity to the ERA Brand By Julie Coons FTC Forum Free Means Free By Lesley Fair Ask the Expert Putting Your Campaign’s Back End First By Timothy R. Hawthorne Guest Viewpoint America: Where European Marketers Want to Be By Lindsey Carnett Rick Petry Is the Infomercial Media Fracas Good for Business? By Rick Petry Bi-coastal Locatio Bi coastal Locati ns t tions Contact Center Contact Center 14 50 24 Real-time Real time DRTV Analytics 52 36 62 DRTV Software Suite Developed In-house by Moulton 54 QVC UK recently launched QVC Beauty. QVC UK 888-765-Moulton www.moultonlogistics.com Celebrating 40 years of integrity and service. Proud to be the first in the direct response marketing industry for real-time DRTV analytics and total transparency. 32 ©2011 Electronic Retailing Association. All rights reserved. Published by Naylor, LLC. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including by photocopy, recording or information storage and retrieval system, without permission in writing from the publisher. Reprints of articles are available. Visit www.naylor.com, click on “Client Support” and select “Article Reprint.” electronicretailermag.com 525237_moulton.indd 1 6 electronicRETAILER | June 2011 4/11/11 8:15:07 AM BRIAN DAVIS CEO Brendan Condon looks to expand REVShare’s reach across all media platforms.