A. Eicoff & Co, Quicken Loans and United Health Group Alliances to Speak at Direct Marketing Association’s DMA2013 Conference & Exhibition

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Panel to Discuss How Direct Response TV Advertising Integrates Selling and Branding in Groundbreaking Ways

"Today, the impact of DRTV includes the ability to create a database, increase retail sales and build brand," Bill McCabe, president and CEO, A. Eicoff & Co.

A. Eicoff & Co., the leader in direct response TV (DRTV) advertising, today announced that Art Steiber, director of advertising at Quicken Loans, Terry Clark, chief marketing officer at UnitedHealth Group Alliances and Bill McCabe, president and CEO of A. Eicoff & Company, will be speaking at the Direct Marketing Association’s (DMA) DMA2013 Conference & Exhibition. This global event for data-driven marketers will take place October 12-17, 2013 at McCormick Place West, Chicago, IL.

On Monday, October 14th, 2013 from 11:15 am to 12:15 pm CDT, these leaders in their respective industries will deliver a presentation entitled “Brand New DRTV: The Powerful Combination of Brand and DRTV Advertising.” As part of the presentation, the speakers will each show a television commercial that illustrates the brand/DRTV approach.

“Over 200 top global marketing leaders, 120+ sessions, expert presenters - including 22 speakers from FORTUNE 100 brands - and thousands of attendees make DMA2013 THE place where data-driven marketers can gain the cutting edge knowledge and networking opportunities they need to drive business success,” said Paul A. McDonnough, DMA’s Vice President, Conferences and Events and Group Show Director, DMA2013. “We are pleased to have the participation of executives from Eicoff, Quicken Loans and UnitedHealth; we consider it to be a valuable part of this prestigious event.”

“DRTV advertising has come a long way from its inception over 60 years ago. And over that time, its power and influence has evolved from being purely a selling strategy,” said Bill McCabe, president and CEO of A. Eicoff & Co. “Today, the impact of DRTV is much broader, including the ability to create a database, increase retail sales and build brand. Quicken Loans and UnitedHealth have created brand-building DRTV spots that sell hard without sacrificing the larger brand message. They offer a model for other image-conscious Fortune 500 companies that want to take advantage of direct response television advertising.”

For conference information or to register, please visit http://dma13.org/.

About A. Eicoff & Company
Eicoff is the largest direct response television (DRTV) agency in the country. The company was founded in 1959 by Alvin Eicoff, who understood that television had the ability to function as a store and that media rates were a negotiable commodity. The phrase “or your money back” was coined by Alvin, and the 800 number came into being, in part, because of his vision and direction for the television advertising industry. In 1982, A. Eicoff & Company became a division of Ogilvy & Mather. For more information, visit http://www.eicoff.com.

About DMA2013 Conference & Exhibition
The DMA2013 Annual Conference & Exhibition: The Global Event for Data-Driven Marketers is the world’s largest gathering of data-driven marketing professionals. DMA2013, held October 12-17 in Chicago, features keynote presentations, educational sessions, roundtables, case studies, white papers, and research reports. DMA2013’s exhibit hall features hundreds of exhibiting companies.

Visit the DMA2013 blog at http://dmaannual.wordpress.com/.

About Direct Marketing Association (DMA)
The Direct Marketing Association is the world’s largest trade association dedicated to advancing and protecting responsible data-driven marketing. Founded in 1917, DMA represents thousands of companies and nonprofit organizations that use and support data-driven marketing practices and techniques. In 2012, marketers — commercial and nonprofit — spent $168.5 billion on direct marketing, which accounts for 52.7 percent of all ad expenditures in the United States. Measured against total US sales, these advertising expenditures generated approximately $2.05 trillion in incremental sales. In 2012, direct marketing accounted for 8.7 percent of total US gross domestic product and produces 1.3 million direct marketing employees in the US. Their collective sales efforts directly support 7.9 million other jobs, accounting for a total of 9.2 million US jobs.

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Andrea Cousens
Cousens Communications
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