Advertising Industry
Industry: Email Alert RSS FeedMSN TV returns to the DR goldmine.(Cover Story)
Response, October, 2004 by Haire, Thomas
After a successful first run in direct response in 2002, Microsoft's MSN TV division is launching yet another DR campaign for the new and improved MSN TV 2 this month. How did one of America's biggest corporations become such a believer in this marketing method?
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"Direct response is absolute gold for us," says Sam Klepper, general manager of the Mountain View, Calif.-based MSN TV business unit of Microsoft Corp. "For the rest of the company, it's been used experimentally, but a lot of other companies notice when Microsoft uses DRTV (direct response television)."
Klepper adds, "They're curious to know if there will be more or if it will become our mainstream advertising method. I'm not sure about other Microsoft units, but in our...
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