Electronic Retailer - June 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 - June 2012

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

Calendar of Events
Your Association,Your Bottom Line
Industry Reports
FTC Forum
eMarketer Research
IMS Retail Rankings
Jordan Whitney's Top Categories
Ask the Expert
From the Executive's Desk
Thinking Outside the Box
DRTV's New Best Practices
It's Time to Think Differently About Payment Processing
Guest Viewpoint
Guest Viewpoint
DRTV
U.S. Hispanic
Member Spotlight
Advertiser Spotlight
Advertiser Index
Bulletin Board
Classifieds
Rick Petry
Electronic Retailer - June 2012 - cover1
Electronic Retailer - June 2012 - cover2
Electronic Retailer - June 2012 - 3
Electronic Retailer - June 2012 - 4
Electronic Retailer - June 2012 - 5
Electronic Retailer - June 2012 - 6
Electronic Retailer - June 2012 - Calendar of Events
Electronic Retailer - June 2012 - Your Association,Your Bottom Line
Electronic Retailer - June 2012 - 9
Electronic Retailer - June 2012 - Industry Reports
Electronic Retailer - June 2012 - 11
Electronic Retailer - June 2012 - 12
Electronic Retailer - June 2012 - FTC Forum
Electronic Retailer - June 2012 - eMarketer Research
Electronic Retailer - June 2012 - 15
Electronic Retailer - June 2012 - IMS Retail Rankings
Electronic Retailer - June 2012 - 17
Electronic Retailer - June 2012 - Jordan Whitney's Top Categories
Electronic Retailer - June 2012 - 19
Electronic Retailer - June 2012 - Ask the Expert
Electronic Retailer - June 2012 - 21
Electronic Retailer - June 2012 - 22
Electronic Retailer - June 2012 - From the Executive's Desk
Electronic Retailer - June 2012 - Thinking Outside the Box
Electronic Retailer - June 2012 - 25
Electronic Retailer - June 2012 - 26
Electronic Retailer - June 2012 - 27
Electronic Retailer - June 2012 - 28
Electronic Retailer - June 2012 - 29
Electronic Retailer - June 2012 - DRTV's New Best Practices
Electronic Retailer - June 2012 - 31
Electronic Retailer - June 2012 - 32
Electronic Retailer - June 2012 - 33
Electronic Retailer - June 2012 - It's Time to Think Differently About Payment Processing
Electronic Retailer - June 2012 - 35
Electronic Retailer - June 2012 - 36
Electronic Retailer - June 2012 - 37
Electronic Retailer - June 2012 - 38
Electronic Retailer - June 2012 - Guest Viewpoint
Electronic Retailer - June 2012 - 40
Electronic Retailer - June 2012 - Guest Viewpoint
Electronic Retailer - June 2012 - 42
Electronic Retailer - June 2012 - 43
Electronic Retailer - June 2012 - 44
Electronic Retailer - June 2012 - DRTV
Electronic Retailer - June 2012 - U.S. Hispanic
Electronic Retailer - June 2012 - 47
Electronic Retailer - June 2012 - Member Spotlight
Electronic Retailer - June 2012 - 49
Electronic Retailer - June 2012 - Advertiser Spotlight
Electronic Retailer - June 2012 - Bulletin Board
Electronic Retailer - June 2012 - Classifieds
Electronic Retailer - June 2012 - 53
Electronic Retailer - June 2012 - Rick Petry
Electronic Retailer - June 2012 - cover3
Electronic Retailer - June 2012 - cover4
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