Electronic Retailer - October 2011 - cover3

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

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.

1 Make empirical, not emotional, decisions. And base them on cold, hard f cts. fa 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
f provide meaningful direction.

5 Never forceknowing what theucycles arebeatgoing with the ﬂow. anything. Y can’t Yo 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. as Run hard ruthlessly.
the analytical tools and expertise available to you. a

8 T ststoffearly and and media from wait forbeginning. There’stoalways room for improvement. Te T often. Don’t a campaign weaken. Te 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

To give your campaign its greatest chance for success, come to an agency that knows the rules f r success. T f fo W With Lockard & Wechsler, you’ll beneﬁt from decades of DR experience including short-form and longW r f tf Y V f form TV, radio, direct mail, FSIs and print. Your media will be 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 f reverts to a areness ads to promote itself. aw

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 - October 2011

Table of Contents for the Digital Edition of Electronic Retailer - October 2011

Calendar of Events
Your Association, Your Bottom Line
Industry Reports
FTC Forum
eMarketer Research
IMS Retail Rankings
Jordan Whitney’s Top Categories
Lockard & Wechsler’s Clearance & Price Index
Ask the Expert
The Perfect Hybrid?
Radio: The Wave of the Future
How to End Upsell Cynicism
Guest Viewpoint
DRTV
Legal
Creative
Member Spotlight
Advertiser Spotlight
Bulletin Board
Advertiser Index
Classifieds
Rick Petry
Electronic Retailer - October 2011 - cover1
Electronic Retailer - October 2011 - cover2
Electronic Retailer - October 2011 - 3
Electronic Retailer - October 2011 - 4
Electronic Retailer - October 2011 - 5
Electronic Retailer - October 2011 - 6
Electronic Retailer - October 2011 - Calendar of Events
Electronic Retailer - October 2011 - Your Association, Your Bottom Line
Electronic Retailer - October 2011 - Industry Reports
Electronic Retailer - October 2011 - 10
Electronic Retailer - October 2011 - 11
Electronic Retailer - October 2011 - 12
Electronic Retailer - October 2011 - 13
Electronic Retailer - October 2011 - FTC Forum
Electronic Retailer - October 2011 - eMarketer Research
Electronic Retailer - October 2011 - 16
Electronic Retailer - October 2011 - IMS Retail Rankings
Electronic Retailer - October 2011 - 18
Electronic Retailer - October 2011 - Jordan Whitney’s Top Categories
Electronic Retailer - October 2011 - 20
Electronic Retailer - October 2011 - Lockard & Wechsler’s Clearance & Price Index
Electronic Retailer - October 2011 - 22
Electronic Retailer - October 2011 - 23
Electronic Retailer - October 2011 - Ask the Expert
Electronic Retailer - October 2011 - 25
Electronic Retailer - October 2011 - The Perfect Hybrid?
Electronic Retailer - October 2011 - 27
Electronic Retailer - October 2011 - 28
Electronic Retailer - October 2011 - 29
Electronic Retailer - October 2011 - Radio: The Wave of the Future
Electronic Retailer - October 2011 - 31
Electronic Retailer - October 2011 - 32
Electronic Retailer - October 2011 - 33
Electronic Retailer - October 2011 - How to End Upsell Cynicism
Electronic Retailer - October 2011 - 35
Electronic Retailer - October 2011 - 36
Electronic Retailer - October 2011 - Guest Viewpoint
Electronic Retailer - October 2011 - 38
Electronic Retailer - October 2011 - DRTV
Electronic Retailer - October 2011 - Legal
Electronic Retailer - October 2011 - 41
Electronic Retailer - October 2011 - Creative
Electronic Retailer - October 2011 - Member Spotlight
Electronic Retailer - October 2011 - 44
Electronic Retailer - October 2011 - 45
Electronic Retailer - October 2011 - Advertiser Spotlight
Electronic Retailer - October 2011 - Advertiser Index
Electronic Retailer - October 2011 - Classifieds
Electronic Retailer - October 2011 - 49
Electronic Retailer - October 2011 - Rick Petry
Electronic Retailer - October 2011 - cover3
Electronic Retailer - October 2011 - cover4
Electronic Retailer - October 2011 - outsert1
Electronic Retailer - October 2011 - outsert2
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