NEWS VIEWS AND INSIGHTS ON INTERACTIVE VIDEO ADVERTISING POWERED BY: hawthorne direct
Is the TV or Computer the center of YOUR media world?
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Hawthorne Videoactive Report Vol 2 No 82 0702 Hawthorne Videoactive Report Vol 2 No 82 0702
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Cartier's MySpace campaign Cartier's MySpace campaign
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Brightcove platform version 3 Brightcove platform version 3
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MySpace and NBC encourage citizen journalists MySpace and NBC encourage citizen journalists
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Media TRAnalytics Media TRAnalytics
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Comparison Shopping Online, On-Air Ads Comparison Shopping Online, On-Air Ads
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One For Fun: stop littering... One For Fun: stop littering...
Home » Glossaries

Glossary: DRTV



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wall
An unseen, unpredictable “wall” of resistance to any further DRTV campaign expansion. Response can begin to drop off dramatically, so media spending drops.
wobble zone
Response levels prior to “hitting the wall” that are consistently around ad allowable while spending levels are maintained. In this “wobble zone” the CPO fluctuates under and around the ad allowable.
World Wide Web (WWW)
The commercial context of the Internet where DRTV marketers can post product and company information by creating a commercial Web site or home page, which online computer users/consumers can access at their convenience.