Electronic Retailer - February 2012 - cover3

NINE RULES FOR DRTV SUCCESS
Since 1967, Lockard & Wechsler has been planning, buying and analyzing direct-response campaigns 6 W t f for major corporations and fast-growing startups alike. In that time, we’ve established nine proven a f t methods to make DRTV make money – no matter what product you’re selling, no matter what medium R d you’re using. When every minute matters, these are the rules for success. n f

1 Make empirical, not emotional, decisions. And base them on cold, hard facts. f 2 Numbers lie. But they do have to be handled by experts so they give up their secrets and are everything. They don’t a

3 Programshands, results canthe afirst time, everynot enough to resuscitate should work time. In the right always be improved, but 4 FrequencyRisVthe benefithelp you run a successful campaign fosuccess. of success, not the key to An expert DRT agency will f f r all it’s
worth and advise you not to throw more money to the dogs. a program that’s dead on arrival.

provide meaningful direction. f

5 Never forceknowing what theucycles arebeatgoing with the flow. anything. Yo can’t Y a down cycle. The key is in and 6 Don’t wasteagency will be able to identify them and pounce on your behalf. time. Opportunities are fleeting. A great media f f 7 DRTV is with the winners. Cut your losers will leadAlwaytotake advantage of all a science. The discipline you success. Run hard ruthlessly. as
the analytical tools and expertise available to you. a

8 Teststoffearly and and media from wait forbeginning. There’stoalways room for improvement. T Te often. Don’t a campaign weaken. T ffer, creative r f the very a f 9 The Internet adds effithe Internet as a singleVchannel. to The Internet. T Treat DRTV and f ciencies to DRTV, and DRT adds scale R V R
T To give your campaign its greatest chance for success, come to an agency that knows the rules for success. f f W With Lockard & Wechsler, you’ll benefit from decades of DR experience including short-form and longW r f tf f form TV, radio, direct mail, FSIs and print. Your media will be V Y placed by senior people with the experience and the long-term relationships necessary to get the best deals. And, your business will grow with an agency who actually believes in direct response ads like this, rather than one that reverts to awareness ads to promote itself. a f

For additional information call Dick Wechsler now at f W (914) 250-0250 or visit www.LWDirect.com

Irvington, NY

Media Buying • Creative • DRTV • Infomercials • Print • Radio • Hispanic DRTV



Electronic Retailer - February 2012

Table of Contents for the Digital Edition of Electronic Retailer - February 2012

Calendar of Events - Upcoming Industry Events February through May
Your Association, Your Bottom Line
Industry Reports - Connect, Collaborate and Discover with MyERA
FTC Forum - Where the FTC Says Facebook Went Wrong
eMarketer Research - Who is the U.S. Hispanic Market?
IMS Retail Rankings - The Top 25 Shows and Spots
Jordan Whitney’s Top Categories - The Top 5 Shows and Spots and the Top 3 Categories
Lockard & Wechsler’s Clearance & Price Index - Index for 30, 60 and 120 Seconds
Ask the Expert - Who Says Kids’ Products Don’t Sell on DRTV?
From the Executive’s Desk - Create the Complete Package
DR Disruption
Bienvenido a Miami!
Interactive TV: Just a Click Away
What Your Consumer Says About You Matters
Guest Viewpoint - For Hispanic Vote, the Campaign is On
Guest Viewpoint - Own Your Own Online Media
DRTV - Supporting Retail: Is This the Answer?
Fulfillment - Are You Delivering a Great Customer Experience?
Teleservices - Stop Losing Thousands of Leads
Member Spotlight
Advertiser Spotlight - Highlighting This Month’s Advertisers
Bulletin Board - DG and Discovery Launch Digital Distribution System
Advertiser Index
Classifieds
Rick Petry - MINI Me
Electronic Retailer - February 2012 - cover1
Electronic Retailer - February 2012 - cover2
Electronic Retailer - February 2012 - 3
Electronic Retailer - February 2012 - 4
Electronic Retailer - February 2012 - 5
Electronic Retailer - February 2012 - 6
Electronic Retailer - February 2012 - Calendar of Events - Upcoming Industry Events February through May
Electronic Retailer - February 2012 - Your Association, Your Bottom Line
Electronic Retailer - February 2012 - 9
Electronic Retailer - February 2012 - 10
Electronic Retailer - February 2012 - Industry Reports - Connect, Collaborate and Discover with MyERA
Electronic Retailer - February 2012 - 12
Electronic Retailer - February 2012 - 13
Electronic Retailer - February 2012 - FTC Forum - Where the FTC Says Facebook Went Wrong
Electronic Retailer - February 2012 - 15
Electronic Retailer - February 2012 - eMarketer Research - Who is the U.S. Hispanic Market?
Electronic Retailer - February 2012 - 17
Electronic Retailer - February 2012 - IMS Retail Rankings - The Top 25 Shows and Spots
Electronic Retailer - February 2012 - 19
Electronic Retailer - February 2012 - Jordan Whitney’s Top Categories - The Top 5 Shows and Spots and the Top 3 Categories
Electronic Retailer - February 2012 - 21
Electronic Retailer - February 2012 - Lockard & Wechsler’s Clearance & Price Index - Index for 30, 60 and 120 Seconds
Electronic Retailer - February 2012 - 23
Electronic Retailer - February 2012 - Ask the Expert - Who Says Kids’ Products Don’t Sell on DRTV?
Electronic Retailer - February 2012 - 25
Electronic Retailer - February 2012 - From the Executive’s Desk - Create the Complete Package
Electronic Retailer - February 2012 - 27
Electronic Retailer - February 2012 - DR Disruption
Electronic Retailer - February 2012 - 29
Electronic Retailer - February 2012 - 30
Electronic Retailer - February 2012 - 31
Electronic Retailer - February 2012 - Bienvenido a Miami!
Electronic Retailer - February 2012 - 33
Electronic Retailer - February 2012 - 34
Electronic Retailer - February 2012 - 35
Electronic Retailer - February 2012 - Interactive TV: Just a Click Away
Electronic Retailer - February 2012 - 37
Electronic Retailer - February 2012 - 38
Electronic Retailer - February 2012 - 39
Electronic Retailer - February 2012 - What Your Consumer Says About You Matters
Electronic Retailer - February 2012 - 41
Electronic Retailer - February 2012 - 42
Electronic Retailer - February 2012 - 43
Electronic Retailer - February 2012 - Guest Viewpoint - For Hispanic Vote, the Campaign is On
Electronic Retailer - February 2012 - 45
Electronic Retailer - February 2012 - Guest Viewpoint - Own Your Own Online Media
Electronic Retailer - February 2012 - 47
Electronic Retailer - February 2012 - 48
Electronic Retailer - February 2012 - DRTV - Supporting Retail: Is This the Answer?
Electronic Retailer - February 2012 - Fulfillment - Are You Delivering a Great Customer Experience?
Electronic Retailer - February 2012 - Teleservices - Stop Losing Thousands of Leads
Electronic Retailer - February 2012 - Member Spotlight
Electronic Retailer - February 2012 - 53
Electronic Retailer - February 2012 - Advertiser Spotlight - Highlighting This Month’s Advertisers
Electronic Retailer - February 2012 - Advertiser Index
Electronic Retailer - February 2012 - Classifieds
Electronic Retailer - February 2012 - 57
Electronic Retailer - February 2012 - Rick Petry - MINI Me
Electronic Retailer - February 2012 - cover3
Electronic Retailer - February 2012 - cover4
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