Electronic Retailer - July 2012 - cover3

11 RULES
Lockard & Wechsler Direct has planned, bought, executed and analyzed successful direct response TV campaigns for Rosetta Stone, IdeaVillage, Allstar Marketing and many others for more than two decades. We’ve developed eleven proven rules that make DRTV make money – no matter what product or service you’re selling.

FOR DRTV SUCCESS
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11.
Make empirical, not emotional, decisions. Base them on hard facts. Numbers are everything. They don’t lie. But they do have to be handled by experts, so they yield their secrets and provide meaningful direction. Programs should work the ﬁrst time, and every time. In the right hands, results can always be improved, but not enough to resuscitate a program that’s dead on arrival.

An expert DRTV agency will help you run a successful campaign for all it’s worth.

The key is, know what the cycles are and go with the flow.

A great agency will be able to identify and pounce on them on your behalf.

Response builds brand. Media builds brand awareness.

Run hard with the winners. Cut your losers ruthlessly. Always take advantage of all the analytical tools and expertise available to you.

Test offer, creative and media from the very beginning. There’s always room for improvement.

The Internet adds efﬁciencies to DRTV, and DRTV adds scale to the Internet.

Call Dick Wechsler now at 914 250 0250 or visit LWDirect.com

Electronic Retailer - July 2012

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

Calendar of Events
Your Association Your Bottom Line
Industry Reports
FTC Forum
eMarketer Research
IMS Retail Rankings
Jordan Whitney's Top Categories
From the Executive's Desk
Cover Story: Could You Sell Like Amazon?
Counterfeiting: Why We Should Care and What We Can Do
All Media Are Not Created Equal
Guest Viewpoint
Inventor's Corner
Retail
Fulfillment
Legal
Advertiser Spotlight
Bulletin Board
Advertiser Index
Classifieds
Rick Petry
Electronic Retailer - July 2012 - cover1
Electronic Retailer - July 2012 - cover2
Electronic Retailer - July 2012 - 3
Electronic Retailer - July 2012 - 4
Electronic Retailer - July 2012 - 5
Electronic Retailer - July 2012 - 6
Electronic Retailer - July 2012 - Calendar of Events
Electronic Retailer - July 2012 - Your Association Your Bottom Line
Electronic Retailer - July 2012 - Industry Reports
Electronic Retailer - July 2012 - 10
Electronic Retailer - July 2012 - 11
Electronic Retailer - July 2012 - 12
Electronic Retailer - July 2012 - FTC Forum
Electronic Retailer - July 2012 - eMarketer Research
Electronic Retailer - July 2012 - 15
Electronic Retailer - July 2012 - IMS Retail Rankings
Electronic Retailer - July 2012 - 17
Electronic Retailer - July 2012 - Jordan Whitney's Top Categories
Electronic Retailer - July 2012 - 19
Electronic Retailer - July 2012 - 20
Electronic Retailer - July 2012 - From the Executive's Desk
Electronic Retailer - July 2012 - Cover Story: Could You Sell Like Amazon?
Electronic Retailer - July 2012 - 23
Electronic Retailer - July 2012 - 24
Electronic Retailer - July 2012 - 25
Electronic Retailer - July 2012 - Counterfeiting: Why We Should Care and What We Can Do
Electronic Retailer - July 2012 - 27
Electronic Retailer - July 2012 - 28
Electronic Retailer - July 2012 - 29
Electronic Retailer - July 2012 - All Media Are Not Created Equal
Electronic Retailer - July 2012 - 31
Electronic Retailer - July 2012 - 32
Electronic Retailer - July 2012 - 33
Electronic Retailer - July 2012 - 34
Electronic Retailer - July 2012 - 35
Electronic Retailer - July 2012 - Guest Viewpoint
Electronic Retailer - July 2012 - 37
Electronic Retailer - July 2012 - Inventor's Corner
Electronic Retailer - July 2012 - Retail
Electronic Retailer - July 2012 - Fulfillment
Electronic Retailer - July 2012 - Legal
Electronic Retailer - July 2012 - Advertiser Spotlight
Electronic Retailer - July 2012 - Advertiser Index
Electronic Retailer - July 2012 - Classifieds
Electronic Retailer - July 2012 - 45
Electronic Retailer - July 2012 - Rick Petry
Electronic Retailer - July 2012 - cover3
Electronic Retailer - July 2012 - cover4
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