If you think carnival barkers are synonymous with direct response television - think again! In the early 1990s, Doug Garnett and a small set of advertising pioneers recognized that DRTV could do much more than sell gimmicks on TV - that it could be powerful advertising for brands. Valuable lessons from nearly two decades creating many of the most successful brand and Fortune 500 DRTV campaigns have led to this unique book. Building Brand with DRTV examines the critical strategic and tactical issues for this underutilized advertising medium and delivers powerful information from cover to cover. Inside you'll learn: -The key strategic role DRTV can play in a marketer's advertising mix. -How DRTV turns brand television into a measurable medium. -How to identify products on the shelf that can turn into retail superheroes with DRTV. -Tips and Tricks for succeeding with DRTV - leveraging research, choosing an agency, and guiding creative development. And at the core you'll find Doug Garnett's secret weapon, the "Six Degrees of Brand DRTV" that leverages the total power of DRTV. In this age of new media, ad agencies often promise big results then under-deliver. But Building Brand with DRTV puts you in control of your brand's future with the advertising business's proven game changer.
About the Author: Doug Garnett serves as Chief Executive Officer of Atomic Direct, an industry-leading full-service direct response television agency involved in all areas of Creative, Production, Media, Research, Strategy and Campaign Management. A respected expert in advertising communication and television, Garnett is a sought-after spokesperson for industry trade and business media where has written for numerous publications and has spoken at trade panels and symposiums. Garnett brings a unique variety of experience to the challenges of DRTV. He started his career at General Dynamics where he worked on the Atlas and Atlas/Centaur rockets as well as the Space Shuttle. After leaving GD, Garnett shifted to marketing and sales where he sold Unix-based supercomputers, then typesetting software - a move that launched his career in marketing and advertising. Doug lives in Portland, Oregon with his family and is an adjunct professor of general advertising at Portland State University. He writes regularly on his blog and for Response Magazine to share his vision of how brand marketers can leverage the power of TV.