Magazine article Marketing

EMMA to Promote Response Advertising

Magazine article Marketing

EMMA to Promote Response Advertising

Article excerpt

DIRECT RESPONSE

EMMA to promote response advertising

Direct response TV advertising looks set to come in from the cold after the first UK meeting of US lobbyist the Electronic Media Marketing Association (EMMA).

The organisation is known to be eager to establish a UK counterpart and believes the recessionary climate is the ideal time for the move.

But according to sources present at the inaugural meeting, EMMA's activities will be limited to promoting direct sell commercials - where a telephone number is used to generate immediate sales of specific products - rather than the more common inquiry-based ads.

Education of key groups is seen as the organisation's priority. Government, broadcast authorities, contractors, fulfilment houses and telemarketing agencies all need updating on the uses of this medium, says EMMA.

"EMMA will ensure that companies test direct response properly before going on air", says David Kyffin of telephone marketing agency Adlink. "It is an eminently testable form of marketing but has been treated with disdain by media owners for too long". …

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