In this fledgling economy, a noticeable shift in consumer purchasing has become apparent: Shoppers are taking drastic steps to save money: trading down SUVs in favor of economical vehicles and going from designer labels to private labels. (See Peter Koeppel’s ERA article on the decline in consumer spending.) Consumer confidence tumbles. Climbing gas and food prices, [...]

DRTV spots are 60 or 120 second commercials that educate consumers about a particular product or service, its features and benefits. Media buyers can effectively reach their target audience by purchasing premium timeslots on local broadcast and national cable and satellite stations. State the problem and offer consumers a solution… DRTV media buyers understand that [...]