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| 12/07 Response Interviews Peter Koeppel And Loren Wayne |
| Peter Koeppel (President) and Loren Wayne (Vice President of Buisness Development) at Koeppel
Direct sat down for an exclusive interview with Richard Gant at the Response Magazine EXPO.
more... |
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| 12/07 Google Looks for Growth from Mobile Advertising |
| Google will be leading an effort to develop software that will make cellphones more like mobile
computers with improved Internet access. Google is looking to transform the mobile industry in the same manner
that the PC changed the world of computing in the 1980's.
more... |
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| 11/07 On-Demand TV Advertising |
| On-demand TV advertising involves video ads displayed in digital video-on-demand, DVR, and IPTV
video streams, as well as inter-active program guides. Currently, on-demand advertising is more prevalent at the
local level than nationally.
more... |
|
| 11/07 Wal-Mart's Influence Declines |
| Wal-Mart's dominance of the retail marketplace in the U.S. has been waning due to changes in the
retail environment, according to the Wall Street Journal (10/3/07). Over the 10-year span from 1995 to 2005,
Wal-Mart experienced sales gains averaging 5.2%, but this year, comparable-store sales are up just 1.3%.
more... |
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| 10/07 Full Speed Ahead! The automotive industry turns to DRTV |
| Expect to see more automakers, dealers, auctioneers and other auto-related firms using DRTV in the
future, and complementing those efforts with online video and other tools that help "drive" consumers to trade
in their current cars in favor of a new or used vehicle.
more... |
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| 10/07 It slices! It dices! It boosts ROI! |
| In today's era of digital video recorders (DVRs), it might seem that traditional
direct-response television ads - those upbeat "call-now" commercials lasting anywhere from 30 seconds to 30
minutes - should be facing the same fate as the dinosaurs.
more... |
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| 10/07 Why a College Drop Out Turned Down $1 Billion for Facebook |
| How can marketers take advantage of the social phenomenon Facebook has created? Currently,
advertisers can target people on the site by age, gender and location of the user. Facebook is now developing a
new, automated advertising system that will allow marketers
more... |
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| 09/07 Boom Times |
| Boomers were brought up consuming traditional offline media such as TV, radio and print.
Says Peter Koeppel, founder and president of Koeppel Direct of Dallas, so we have successfully utilized
all these mediums in targeting boomers.
more... |
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| 09/07 Peter Koeppel Selected As Chairman Of Prestigious ERA Meetings and Conventions Committee |
| Peter Koeppel has been selected as chairman of the Electronic Retailing Association
Meetings and Conventions Committee. As chairman, Koeppel will head up one of ERA's most important
committees, which accounts for a sizeable portion of ERA's revenues.
more... |
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| 09/07 From Stigma to Prominence, Direct Response Television Comes Into Its Own |
| DRTV is now playing a key role in multichannel marketing. Spots today feature celebrities
and high-end products and work in tandem with Web sites. The medium now attracts advertisers such as
MasterCard and American Express.
more... |
|
| 09/07 How Offline Advertising Influences Online Search and Purchases |
| Offline media channels are having a major impact on online searches and online purchase behavior.
The study found that 39% of online searches that are influenced by offline media channels such as DRTV.
more... |
|
| 09/07 The Expanding Influence of the Googlopoly |
| Google's expanding media empire and how it might affect the ad industry. Google has gained a
foothold in the TV, radio, newspaper and online ad businesses, and they now own the largest online video site.
more... |
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| 08/07 The New Frontier of Advertising: Why Your Business Needs Both TV and Internet Ads to Survive |
| Today, television and the Internet are merging, at least when it comes to advertising and reaching
potential customers. No longer are customers using only one medium to learn about new products and services.
more... |
|
| 08/07 Did Apple Create the Best Marketing Campaign Ever for iPhone? |
| Apple's campaign to introduce the iPhone, which combines a cellphone with an iPod with Internet
access, may be the most successful marketing effort ever. Just prior to the product's release, it was estimated
that two-thirds of the population of the U.S. was aware of the device.
more... |
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| 07/07 Multichannel marketing fuels DRTV growth |
| By adapting interactive media and using direct response television for nontraditional purposes, multichannel
marketers are growing the DRTV industry as a marketing medium, according to a new study from the Electronic
Retailing Association, called The Evolving Role of Direct Response Television in Multichannel Marketing Execution.
more... |
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| 07/07 Direct Response Marketing Can Solve CMO's Problems |
| From the perspective of a direct marketer who lives in a world of total accountability, the need
for more accountability and better ways to measure ROI among traditional marketers seems like a relatively easy
problem to address.
more... |
|
| 07/07 What's the Big Idea? |
| Remember that your website is key, too many people who see your infomercial will go straight to the
website to order instead of picking up the phone, says Koeppel. The internet is an important part and works
synergistically with the TV to improve the performance of the campaign.
more... |
|
| 06/07 Does Your Business Need a Boost? Blogs and Podcasts May Be Your Answer |
| While most people have heard of these technologies by now, namely blogs and podcasts,
few are taking full advantage of what these marketing mediums can offer their businesses.
more... |
|
| 06/07 Columbia House shoots for smokin' DVD sales |
| Northern Lights Direct Response Television has launched a campaign to promote a 50th anniversary
DVD edition of the classic Western TV series "Gunsmoke," the longest-running drama in TV history.
more... |
|
| 06/07 Will Joost Change the Way We View TV? |
| Joost will not be offering video clips like YouTube, but rather full length, full screen,
high-quality content from major cable networks, Warner Music and a Dutch production company that produced
"Big Brother".
more... |
|
| 06/07 Mix Up Your Marketing Mix |
| Considering buying a print advertisement? Write a blog, instead. Thinking about radio? Try
recording your own podcast. The Internet even presents a world of new opportunities for small businesses that are
looking into television, according to Koeppel
more... |
|
| 06/07 Peter Koeppel Selected for Honorary Committee & Advisory Board for The Wheelchair Foundation Dinner |
| The Wheelchair Foundation, a charitable organization dedicated to providing wheelchairs to those
in need, announced today that Peter Koeppel, president of a leading direct response television DRTV media buying
firm, Koeppel Direct, was chosen to become a member of the Honorary Committee and the Advisory Board for the
Wheelchair Foundation dinner.
more... |
|
| 05/07 DRTV moving to HD |
| As high-definition TVs become more affordable and more HD channels and programs become available,
the direct response television industry is getting ready for the switch from analog to the clearer and
better-sounding high definition TV technology.
more... |
|
| 05/07 Koeppel sees higher conversion in phone, Web address combo for infomercials |
| Companies who use direct response television are finding the Internet to be an
increasingly significant part of their marketing mix and a more cost-effective means of conversion.
Just as adding Web addresses has been effective for DRTV, online retailers are finding that DRTV is helping them, too.
more... |
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| 04/07 ABC show must find itself again after O'Donnell |
| "I feel that Rosie was able to draw viewers who both liked and disliked her. It might be difficult to find someone else
who would have the same type of appeal," says Peter Koeppel, president of Dallas-based media buying agency Koeppel
Direct.
more... |
|
| 04/07 The Marketing of an Inconvenient Truth |
| I usually cover topics related to the marketing of products and services in this
column. However, I'm dedicating this column to the marketing of An Inconvenient Truth, a movie about global warming,
which is a phenomenon that is impacting our ability to continue living on earth.
more... |
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| 04/07 Wise Advertising: Avoid these 10 advertising blunders |
| For many companies large and small, advertising can be the biggest expenditure after
salaries and benefits - as much as 5 to 10 percent of the budget. Perhaps more importantly, advertising can
determine a very large part of your company's image and brand message.
more... |
|
| 04/07 Shorter pledge drive yields bigger results for partnership |
| Koeppel Direct, another media research firm, says that as the number of DVRs grows the ability
to skip commercials "could have a profound impact" on the whole annual $70 billion TV industry and could affect
what is shown on the tube.
more... |
|
| 04/07 3 tech strategies to power your marketing muscle and dollar |
| According to Koeppel, other digital buying efforts can take advantage of the inexpensive reach of the
Internet. Ads on satellite TV that allow viewers to click on a link with the remote, which then loads a Web
page with more information or offers. For instance, a car ad can lead to a page that lists local dealers.
more... |
|
| 03/07 How Web 2.0 Technologies Can Help Small Businesses Connect with Customers |
| Web 2.0 technologies allow businesses to create, customize and organize content on the web, rather than just
consuming existing content. Some of these technologies are blogs, podcasting, tags, social networking, RSS, instant
messaging, wikis, AJAX and online and interactive video, among others.
more... |
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| 03/07 Major Marketers Crowd Into Direct Response TV |
| TV spending by direct-response advertisers rose about 7% to $3.1 billion last year, according to TNS Media
Intelligence data, which includes only ads for products sold direct -- not ads from the P & Gs of the world that
still qualify for DRTV without actually selling products direct.
more... |
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| 03/07 Want to Reach More Buyers? A Multi-Pronged Direct Response Media Buying Approach is the Key |
| What is multi-media direct response marketing? It means that you're utilizing an integrated media
buying strategy for direct response television (DRTV), online, response print, and radio and tracking the
performance of each direct response medium. The fact is that multiple mediums helps you maximize your profit
from direct response advertising, because you're combining all the available media buying options and tracking
response, in order to determine which medium will be most effective for your direct response campaign. Depending
on your product offering, you may find that DRTV and online ads work best, for example, or that print and radio
is the way to go.
more... |
|
| 03/07 Eyes on the Prize - UMass turns to Nobel as Academic, Corporate Magnet |
| "It's an opportunity for the school to raise money, because once something like that happens, people like to be
associated with a winner," said Peter S. Koeppel, president of the Dallas direct response media buying firm Koeppel Direct.
more... |
|
| 03/07 Direct Response Television - DRTV |
| Direct response television (DRTV) is an excellent vehicle for marketers to utilize for selling product and services
directly to consumers. Direct response TV has proven to be an effective marketing channel for both Fortune 1000
companies as well as entrepreneurs. Direct response television consists of both short form DRTV spots, generally:60 or
:120, and long form DRTV, which are commonly referred to as infomercials. DRTV works best for products that appeal
to a broad audience and are highly demonstrable.
more... |
|
| 03/07 Austin Ad Fed |
| Peter Koeppel, will be speaking at Austin Ad Fed meeting on March 21, 2007 about marketing products
utilizing direct response television. If you dream of making millions by marketing your product through infomercials, you're not alone. Direct response
television (DRTV) provides an excellent platform for marketing innovative products directly to consumers, eliciting
impulse responses that lead to immediate sales.
more... |
|
| 02/07 The Value of Branding |
| In the direct response industry, the marketers that understand the power of branding seem to be the ones that are
most successful and have the longest running campaigns. Brands such as Bowflex and Proactiv come to mind when I
think of successful direct response brands. Having a well-known brand can dramatically increase the value of your
company.
more... |
|
| 02/07 Peter Koeppel - Marketing and Advertising |
| Peter points out that print, radio, and even television can be affordable mediums for advertising if you're going about it the
correct way-by using an integrated media-buying strategy. He also discusses the necessities of a good website
and what you can expect to pay for website design and upkeep.
more... |
|
| 01/07 Lying, Cheating Brands |
| Peter Koeppel, President of Koeppel Direct suggests: "When developing and executing a promotional program, it's
vital that the marketer delivers on everything that is promised to the consumer. Gray areas, deceptive
language, and hidden rules break promises and brands. And when in doubt, follow the advertising and
marketing industry codes of ethics. They all have straightforward guides."
more... |
|
| 01/07 Holding On, Buying Time |
| "The decline in results has been significant, according to Peter Koeppel, president at Dallas-based
Koeppel Direct, who says media buyers were buzzing about a 25-percent drop during the third quarter. As cooler
weather kicks in and the new fall TV lineup starts to grab viewers he says those results may return to some level of normalcy."
more... |
|
| 01/07 Is the Decline of Cable an Opportunity for DRTV Marketers |
| "This is the time of year that all the media experts attempt to predict advertising spending for
the coming year and analyze trends for the past year. In reviewing various reports and articles, one trend that
stood out was the growing weakness in national cable TV sales."
more... |
|
| 01/07 Upscale Saks Fifth Avenue Gives its Logo a Makeover |
| "I think that from time to time companies do change their logos to reposition their image, but I
don't think it really matters that much to consumers," says Peter Koeppel, president of Koeppel Direct, a
marketing firm in Dallas. "It's usually most effective if the logo's redesigned, the stores are designed to go
along with that, the merchandise is rethought out to reach the target audience."
more... |
|
| 01/07 Wal-Mart Goes Direct |
| Major marketers have seen the type of accountability and customization that Internet advertising can provide, and now
they are looking to more accurately measure their return from their offline advertising. Savvy marketing executives
are finally realizing direct response advertising can provide them with a way to measure the ROI from their
advertising expenditures.
more... |
|
| 01/07 Why are celebs doing infomercials? |
| These days, infomercial makers are paying big stars millions and offering hundreds of thousands more in back-end
percentages, just to pimp their potions or workout gear. And as long as the product isn't a total embarrassment,
stars are starting to say, "Why not?"
more... |
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