“This Special TV Offer” Is Increasingly Realized Online

Direct marketers are directing people to their online stores, as more and more consumers forgo dialing a toll-free number and instead log on to complete their purchase.

Sonia Makurdsik, a marketing consultant for Hampton Direct, which owns PajamaJeans, told The New York Times that 70 percent of nonstore sales came from online purchases as opposed to over the phone. “Flipping through the channel is not enough,” she said. “Your brand message needs to be present wherever the consumer is.”

Data from Nielsen shows that direct response marketers spent $2.1 billion on television, radio outdoor and print advertising in 2010, and $550 million in the first quarter of 2011.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am now head of brand strategy and creative direction at Bonehook in Portland, Oregon.