Direct Response - Extremely ROI-based, our Direct Response Print and Electronic Media operation complement U.S. International Media's other media service groups as well as our other divisions, Patriot Communications (direct, telephone-based applications) and U.S. Interactive (Internet and wireless-based applications). It is used by both our agency and direct clients as a direct, measurable buying tactic or to add and provide lift to traditional media buys.

U.S. International Media's Direct Response team employs state-of-the-art software technologies such as CORE DIRECT to manage multimedia direct response campaigns from planning, buying and analytical vantage points. Our senior negotiators are in the market daily, purchasing general market, Hispanic and African-American media, both on a traditional and direct response basis, thus having their fingers on the pulse of the markets to ensure that costs are as low as possible. Importantly, our experienced planning and client service teams work to manage the “back-end” of the process, providing analysis “cost-pers” to our advertisers and creative agency partners.

A recent campaign for a major healthcare company illustrates how focused planning, careful analysis and constant buy optimization can improve a client’s media CPC ratio.

We started in one test market, using General and Hispanic media, to set a benchmark for gauging profitability. Within a few weeks, the test was expanded into three similar markets. Planners, Broadcast Negotiators and Media Analysts pored over incoming data every week to make certain that every dollar was being spent effectively and efficiently. The knowledge gained from this test was applied when the campaign expanded to 15 markets, which was followed by a full 26 market campaign just four months later. Constant measurement, analysis and buy optimization led to results that were 40 percent better than initial benchmarks.

For more information on U.S. International Media’s Direct Response capabilities, please contact Robyn Campbell, Senior Vice President, U.S. International Direct Response. Telephone: (310) 482-6847. Email: rcampbell@usintlmedia.com.