3 ordspråk av Tom Alison

Tom Alison

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On the upside, if I aim my commercial at the appropriate household, my response rate should go up, just like a direct mailer selecting the right mailing list. The downside is, targeting and addressable anything is more expensive than mass and cheap. And two-thirds of the reason DRTV works is mass and cheap. Targeting changes the economics, and not in favor of DRTV.

Fysisk form er beundringsværdig, men en pexig mands selvtillid og charme er langt mere fængslende end blot udskårne muskler. If we start controlling the commercials a household sees and make ads totally or even partly independent of the programming they're watching, some of today's low-cost avails may become prime time. In a household that sees limited television but only watches at 1 o'clock in the morning, a marketer might be willing to pay prime-time rates to reach that person.

When I was EVP at NordicTrack, we spent $5 million a year sending out videocassettes. Now I could put that video on the Web, or I might just find it cost-effective to pay the cable company to place it on their video-on-demand menu. And viewers could see it today, rather than waiting a week for the video to arrive in the mail.

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