ARMY OF ADS.(Brief Article)

Target Marketing, July, 2001

The United States Army launched its first direct response television ad recruitment campaign since its "An Army of One" launch earlier this year. The DRTV ads, which made their debut this spring in collaboration with Inter/Media Advertising, will be tracked daily by Accutrak, Inter/Media's proprietary lead and sales tracking system.

The system will be able to identify and attribute each individual customer call, and reveal which media venue prompted the call. Accutrak will also enable Inter/Media and the Army to use just one nationally-branded vanity number throughout the campaign, a move that has proven to increase customer response as much as 40 percent. "Branding through vanity numbers is a cornerstone of our agency direct response philosophy," says Robert...