From the Magic Bullet to Proactiv to hundreds of other popular products, direct response television (DRTV) has long been a successful medium for advertising new, exciting products—and for getting immediate results via a combination of phone, Web, and in-store sales. But can DRTV establish brand for a product? According to Doug Garnett, author of the recently released book Building Brand [...]

PAF unveils this year’s award winners at circus-themed event Acrobats and aerialists and hand balancers, oh my! In addition to celebrating the great creative works produced by the Portland community and toasting to this year’s winners, attendees of the 2011 Rosey Awards were also treated to big top-themed performances from local troupe, Wanderlust Circus. Presented by the Portland Advertising Federation [...]

Direct marketing comes in many different forms—from mailing pieces and PURLs to DRTV and beyond. To highlight some of these different tactics, Media Inc. asked three leading Northwest direct marketing companies to choose one of their recent campaigns and break it down into a synopsis, giving readers a look at the objective, the implementation strategy, and the outcome of the [...]

When working with complex or critical direct mail communications, how do you ensure regulatory compliance, security, timeliness, accuracy and accountability while minimizing your costs and risks? In June 2011, ColorGraphics Inc., a Cenveo company, added a Gunther Series III intelligent inserting line to complement their expanding commercial mailing capabilities. This new line of equipment is not just an inserter; it’s [...]

By Mike Doherty Guest Columnist Having just celebrated our 80th anniversary in Northwest Advertising, it gave me an opportunity to think about what has changed and how the business will continue to evolve in the coming years. There are, of course, the obvious changes from traditional print and television to digital, and the shift from delivering information with the hopes [...]

By Doug Cox Guest Columnist It’s an interesting conundrum—times are tough, budgets are tight, and potential customers are bombarded with information and offers nearly 24/7. As a business, how do you break through without breaking your own budget? As a guerrilla marketing company, we’re used to working with clients to maximize their impact—using street-level tactics to reach an audience where [...]