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Cover Story

A 'Social' Butterfly

I was a brand marketer, but I realized that direct response was a heck of a lot more fun," says Susan McKenna, vice president of E-commerce at Santa Monica, Calif.-based AlternativeHealthJournal.com, one of several new online programs developed by vitamin supplement leader Swiss Labs. "As a person who is creative but analytical and likes to see results, direct response gives me that. If you want to grow your business, and know how you're growing it, which means you can continue to grow it, direct response is the way to do it."

Breaking News

FCC Takes Another Look at Product Placement Rules

WASHINGTON - The Federal Communications Commission (FCC) announced that it will review rules on how U.S. television programmers may display commercial products in shows. The discussed tightening of rules would require producers to let viewers know when a product appears in a show that it was paid for.

Pfizer Launches Agency Review

NEW YORK - Pharmaceutical giant Pfizer, which spent $1.2 billion in marketing last year - much of it involving direct-to-consumer work, announced it's starting a major agency review that will encompass its creative, PR and digital, reported AdAge.com.

Candidates Turning To MTV and Online for Youth Vote

NEW YORK - A study released by PR agency Waggener Edstrom Worldwide shows that the youth vote is turning away from traditional media and turning toward the Internet, reported AdAge.com.

Multi-Platform Ads Prove Most Engaging

NEW YORK - Research conducted by MTV Networks (MTVN) and Harris Interactive reveals that the value of television advertising grows as viewers connect marketing messages across screens.

Yahoo! Offers Olympic Coverage in Multiple Mediums

SUNNYVALE, Calif. - Yahoo! Inc. announced its Summer Games lineup for the 2008 Olympics in Beijing, which includes a new Web site, mobile and search products, along with new programming and product sponsors. The new Web site from Yahoo! Sports will give up-to-the minute reports that include videos and photos. Other means of accessing information include mobile phones and a custom in-page shortcuts on Yahoo!'s Search.

From Response This Week

ID Media, a direct response and digital media services company, launches a Web-based system called M.O.R.E. (Media Ordering for Regional Excellence), which combines ad building with media ordering. The system allows local marketers of brands to access corporate advertising programs and the ability to customize their own offers with contact information and other regional features.

iKnowtion will host “Marketing Analytics Xchange” on Sept. 17 at the Marriott Long Wharf Hotel in Boston. The conference brings together companies, academics and service providers to discuss the latest trends in marketing analytics to drive business results.

QVC Inc. names Caryn Fallon, a QVC employee of 17 years, vice president of jewelry planning.

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