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	<title>Eicoff Blog</title>
	
	<link>http://drtv-blog.eicoff.com</link>
	<description>DRTV straight from the professionals</description>
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		<title>DRTV Will Benefit from New Technology</title>
		<link>http://drtv-blog.eicoff.com/2010/06/drtv_will_benefit_from_new_technology/</link>
		<comments>http://drtv-blog.eicoff.com/2010/06/drtv_will_benefit_from_new_technology/#comments</comments>
		<pubDate>Wed, 16 Jun 2010 19:13:39 +0000</pubDate>
		<dc:creator>admin</dc:creator>
				<category><![CDATA[DRTV]]></category>
		<category><![CDATA[DRTV Best Practices]]></category>
		<category><![CDATA[DRTV Creative]]></category>
		<category><![CDATA[DRTV Messaging]]></category>
		<category><![CDATA[DRTV News]]></category>
		<category><![CDATA[DRTV Production]]></category>
		<category><![CDATA[Emerging Media]]></category>
		<category><![CDATA[Media Buying]]></category>
		<category><![CDATA[Uncategorized]]></category>
		<category><![CDATA[direct response agency]]></category>
		<category><![CDATA[direct response media]]></category>
		<category><![CDATA[direct response television]]></category>
		<category><![CDATA[DRTV Best Practice]]></category>
		<category><![CDATA[DRTV commercial]]></category>
		<category><![CDATA[DRTV Direct Response TV]]></category>
		<category><![CDATA[interactive tv]]></category>
		<category><![CDATA[online video]]></category>

		<guid isPermaLink="false">http://drtv-blog.eicoff.com/?p=423</guid>
		
			<content:encoded><![CDATA[As new technology continues to explode around us, many of us continue to assess the impact it will have on both consumers and marketing. Call it half-glass-full thinking, but it appears to us that...<br/>
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		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Back to Basics: Maintaining DRTV Efficiency in a Tight Marketplace</title>
		<link>http://drtv-blog.eicoff.com/2010/06/back-to-basics-maintaining-drtv-efficiency-in-a-tight-marketplace/</link>
		<comments>http://drtv-blog.eicoff.com/2010/06/back-to-basics-maintaining-drtv-efficiency-in-a-tight-marketplace/#comments</comments>
		<pubDate>Wed, 02 Jun 2010 22:07:44 +0000</pubDate>
		<dc:creator>admin</dc:creator>
				<category><![CDATA[DRTV]]></category>
		<category><![CDATA[DRTV Account Management]]></category>
		<category><![CDATA[DRTV Best Practices]]></category>
		<category><![CDATA[DRTV Messaging]]></category>
		<category><![CDATA[DRTV News]]></category>
		<category><![CDATA[DRTV Production]]></category>
		<category><![CDATA[Media Buying]]></category>
		<category><![CDATA[direct response television]]></category>
		<category><![CDATA[DRTV Best Practice]]></category>
		<category><![CDATA[DRTV Direct Response TV]]></category>
		<category><![CDATA[short-form infomercial]]></category>

		<guid isPermaLink="false">http://drtv-blog.eicoff.com/?p=411</guid>
		
			<content:encoded><![CDATA[DRTV became even more attractive to a wide array of marketers in late 2008 and early 2009 as media budgets eroded and CMO’s faced more pressure to justify marketing spend by way of ROI.  New...<br/>
<br/>
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		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Packaged Goods and DRTV: A Growing Trend</title>
		<link>http://drtv-blog.eicoff.com/2010/05/packaged-goods-and-drtv-a-growing-trend/</link>
		<comments>http://drtv-blog.eicoff.com/2010/05/packaged-goods-and-drtv-a-growing-trend/#comments</comments>
		<pubDate>Tue, 25 May 2010 22:31:51 +0000</pubDate>
		<dc:creator>admin</dc:creator>
				<category><![CDATA[DRTV Account Management]]></category>
		<category><![CDATA[DRTV Best Practices]]></category>
		<category><![CDATA[DRTV Messaging]]></category>
		<category><![CDATA[DRTV News]]></category>
		<category><![CDATA[Media Buying]]></category>
		<category><![CDATA[direct response television]]></category>
		<category><![CDATA[DRTV]]></category>
		<category><![CDATA[DRTV Best Practice]]></category>
		<category><![CDATA[DRTV Direct Response TV]]></category>
		<category><![CDATA[short-form infomercial]]></category>
		<category><![CDATA[short-form TV commercials]]></category>

		<guid isPermaLink="false">http://drtv-blog.eicoff.com/?p=405</guid>
		
			<content:encoded><![CDATA[Given all these advantages, what’s surprising is not that so many packaged goods advertisers are using DRTV but that more haven’t hopped on the bandwagon.<br/>
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			<wfw:commentRss>http://drtv-blog.eicoff.com/2010/05/packaged-goods-and-drtv-a-growing-trend/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Do Longer Length DRTV Spots Belong Online?  Just ask Hulu.</title>
		<link>http://drtv-blog.eicoff.com/2010/05/do-longer-length-drtv-spots-belong-online-just-ask-hulu/</link>
		<comments>http://drtv-blog.eicoff.com/2010/05/do-longer-length-drtv-spots-belong-online-just-ask-hulu/#comments</comments>
		<pubDate>Mon, 10 May 2010 15:50:56 +0000</pubDate>
		<dc:creator>admin</dc:creator>
				<category><![CDATA[DRTV Best Practices]]></category>
		<category><![CDATA[DRTV Creative]]></category>
		<category><![CDATA[DRTV Messaging]]></category>
		<category><![CDATA[DRTV News]]></category>
		<category><![CDATA[Emerging Media]]></category>
		<category><![CDATA[Media Buying]]></category>
		<category><![CDATA[direct response television]]></category>
		<category><![CDATA[DRTV]]></category>
		<category><![CDATA[DRTV Best Practice]]></category>
		<category><![CDATA[DRTV commercial]]></category>
		<category><![CDATA[DRTV Direct Response TV]]></category>
		<category><![CDATA[interactive tv]]></category>
		<category><![CDATA[online video]]></category>

		<guid isPermaLink="false">http://drtv-blog.eicoff.com/?p=396</guid>
		
			<content:encoded><![CDATA[It’s no secret, video on the web is booming.  More and more venues are being created to showcase online video, and as a result, advertisers are presented with increasing opportunities to use their...<br/>
<br/>
[[ This is a content summary only. Visit my website for full links, other content, and more! ]]]]></content:encoded>
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		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Nielsen Confirming Growth of DRTV and DR Radio</title>
		<link>http://drtv-blog.eicoff.com/2010/04/nielsen_confirming_growth_of_drtv_and_dr_radio/</link>
		<comments>http://drtv-blog.eicoff.com/2010/04/nielsen_confirming_growth_of_drtv_and_dr_radio/#comments</comments>
		<pubDate>Fri, 16 Apr 2010 22:19:51 +0000</pubDate>
		<dc:creator>admin</dc:creator>
				<category><![CDATA[DRTV Account Management]]></category>
		<category><![CDATA[DRTV Best Practices]]></category>
		<category><![CDATA[DRTV News]]></category>
		<category><![CDATA[direct response television]]></category>
		<category><![CDATA[DRTV]]></category>
		<category><![CDATA[DRTV Best Practice]]></category>
		<category><![CDATA[DRTV commercial]]></category>
		<category><![CDATA[short-form infomercial]]></category>

		<guid isPermaLink="false">http://drtv-blog.eicoff.com/?p=382</guid>
		
			<content:encoded><![CDATA[The following excerpt from a recent Nielsen report confirms what most of us have suspected: The number of DRTV and DR Radio spots are growing.<br/>
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[[ This is a content summary only. Visit my website for full links, other content, and more! ]]]]></content:encoded>
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		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Building Value Takes Longer Than 30 Seconds</title>
		<link>http://drtv-blog.eicoff.com/2010/04/building_value_takes_longer_than_30_seconds/</link>
		<comments>http://drtv-blog.eicoff.com/2010/04/building_value_takes_longer_than_30_seconds/#comments</comments>
		<pubDate>Thu, 01 Apr 2010 15:07:54 +0000</pubDate>
		<dc:creator>admin</dc:creator>
				<category><![CDATA[DRTV Account Management]]></category>
		<category><![CDATA[DRTV Best Practices]]></category>
		<category><![CDATA[DRTV Creative]]></category>
		<category><![CDATA[DRTV Messaging]]></category>
		<category><![CDATA[direct response television]]></category>
		<category><![CDATA[DRTV]]></category>
		<category><![CDATA[DRTV Best Practice]]></category>
		<category><![CDATA[DRTV commercial]]></category>
		<category><![CDATA[DRTV Direct Response TV]]></category>
		<category><![CDATA[short-form infomercial]]></category>

		<guid isPermaLink="false">http://drtv-blog.eicoff.com/?p=364</guid>
		
			<content:encoded><![CDATA[DRTV’s longer format – 60 seconds to a full two minutes – allows you to build value, which, not surprisingly, has to happen before a sale is going to occur.  A longer format commercial is perfect for...<br/>
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[[ This is a content summary only. Visit my website for full links, other content, and more! ]]]]></content:encoded>
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		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>The 5 Myths of DRTV</title>
		<link>http://drtv-blog.eicoff.com/2010/03/the_5_myths_of_drtv/</link>
		<comments>http://drtv-blog.eicoff.com/2010/03/the_5_myths_of_drtv/#comments</comments>
		<pubDate>Fri, 26 Mar 2010 15:06:27 +0000</pubDate>
		<dc:creator>admin</dc:creator>
				<category><![CDATA[DRTV Account Management]]></category>
		<category><![CDATA[DRTV Best Practices]]></category>
		<category><![CDATA[DRTV Creative]]></category>
		<category><![CDATA[DRTV Messaging]]></category>
		<category><![CDATA[DRTV Production]]></category>
		<category><![CDATA[Media Buying]]></category>
		<category><![CDATA[advertising]]></category>
		<category><![CDATA[direct response television]]></category>
		<category><![CDATA[DRTV]]></category>
		<category><![CDATA[DRTV Best Practice]]></category>
		<category><![CDATA[DRTV commercial]]></category>
		<category><![CDATA[DRTV Direct Response TV]]></category>
		<category><![CDATA[short-form infomercial]]></category>
		<category><![CDATA[short-form TV commercials]]></category>

		<guid isPermaLink="false">http://drtv-blog.eicoff.com/?p=350</guid>
		
			<content:encoded><![CDATA[Despite the growth of the DRTV business in recent years and all the knowledge available about it online and elsewhere, certain misconceptions persist. Some of these misconceptions have been repeated...<br/>
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[[ This is a content summary only. Visit my website for full links, other content, and more! ]]]]></content:encoded>
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		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>DRTV’s Impact on Traditional Marketing</title>
		<link>http://drtv-blog.eicoff.com/2010/03/drtvs-impact-on-traditional-marketing/</link>
		<comments>http://drtv-blog.eicoff.com/2010/03/drtvs-impact-on-traditional-marketing/#comments</comments>
		<pubDate>Tue, 02 Mar 2010 17:37:15 +0000</pubDate>
		<dc:creator>admin</dc:creator>
				<category><![CDATA[DRTV Best Practices]]></category>
		<category><![CDATA[DRTV Creative]]></category>
		<category><![CDATA[DRTV Messaging]]></category>
		<category><![CDATA[DRTV News]]></category>
		<category><![CDATA[Media Buying]]></category>
		<category><![CDATA[advertising]]></category>
		<category><![CDATA[direct response television]]></category>
		<category><![CDATA[DRTV]]></category>
		<category><![CDATA[DRTV commercial]]></category>
		<category><![CDATA[DRTV Demo]]></category>
		<category><![CDATA[DRTV Direct Response TV]]></category>
		<category><![CDATA[online video]]></category>
		<category><![CDATA[short-form infomercial]]></category>
		<category><![CDATA[short-form TV commercials]]></category>

		<guid isPermaLink="false">http://drtv-blog.eicoff.com/?p=328</guid>
		
			<content:encoded><![CDATA[Digging deeper behind the "TV is Dying" headlines, I'd propose that what the "experts" really want to be saying is, "The :15 and :30 TV Commercial is Dying."  I suspect that general marketers are...<br/>
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		</item>
		<item>
		<title>Choosing the Right DRTV Celebrity</title>
		<link>http://drtv-blog.eicoff.com/2010/02/choosing_the_right_drtv_celebrity/</link>
		<comments>http://drtv-blog.eicoff.com/2010/02/choosing_the_right_drtv_celebrity/#comments</comments>
		<pubDate>Thu, 11 Feb 2010 18:21:01 +0000</pubDate>
		<dc:creator>admin</dc:creator>
				<category><![CDATA[DRTV Account Management]]></category>
		<category><![CDATA[DRTV Best Practices]]></category>
		<category><![CDATA[DRTV Creative]]></category>
		<category><![CDATA[DRTV Demo]]></category>
		<category><![CDATA[DRTV Messaging]]></category>
		<category><![CDATA[DRTV Production]]></category>
		<category><![CDATA[advertising]]></category>
		<category><![CDATA[direct response television]]></category>
		<category><![CDATA[DRTV]]></category>
		<category><![CDATA[DRTV commercial]]></category>
		<category><![CDATA[DRTV Direct Response TV]]></category>
		<category><![CDATA[short-form infomercial]]></category>
		<category><![CDATA[short-form TV commercials]]></category>

		<guid isPermaLink="false">http://drtv-blog.eicoff.com/?p=307</guid>
		
			<content:encoded><![CDATA[Working with a celebrity endorser can be an expensive proposition for an advertiser. And, as many advertisers through the years have discovered, it can be fraught with peril.  But with DRTV, you can...<br/>
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		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Evolution of DRTV</title>
		<link>http://drtv-blog.eicoff.com/2010/02/evolution_of_drtv/</link>
		<comments>http://drtv-blog.eicoff.com/2010/02/evolution_of_drtv/#comments</comments>
		<pubDate>Thu, 04 Feb 2010 23:52:32 +0000</pubDate>
		<dc:creator>admin</dc:creator>
				<category><![CDATA[DRTV Account Management]]></category>
		<category><![CDATA[DRTV Best Practices]]></category>
		<category><![CDATA[DRTV Creative]]></category>
		<category><![CDATA[DRTV Messaging]]></category>
		<category><![CDATA[DRTV News]]></category>
		<category><![CDATA[DRTV Production]]></category>
		<category><![CDATA[Emerging Media]]></category>
		<category><![CDATA[Media Buying]]></category>
		<category><![CDATA[advertising]]></category>
		<category><![CDATA[direct response television]]></category>
		<category><![CDATA[DRTV]]></category>
		<category><![CDATA[DRTV commercial]]></category>
		<category><![CDATA[DRTV Direct Response TV]]></category>
		<category><![CDATA[interactive tv]]></category>
		<category><![CDATA[online video]]></category>
		<category><![CDATA[short-form infomercial]]></category>
		<category><![CDATA[short-form TV commercials]]></category>

		<guid isPermaLink="false">http://drtv-blog.eicoff.com/?p=269</guid>
		
			<content:encoded><![CDATA[When Alvin Eicoff created his own direct response agency 50 years ago, did he think direct response television (DRTV) would make products like the Snuggie a national phenomenon?  Some may argue that...<br/>
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