Dorchester based, Direct Marketing Solutions is launching a scheme testing support for DRTV campaigns.
The Telemarketing Response Monitor will target around 100 TV campaigns between January and March next year.

A team of four will respond to any DRTV ads on either terrestrial or satellite TV.
In April, the monitor will produce results on response times to the calls as well as the quality and speed of fulfilment.
“There will be some conflict between ad agencies and telemarketing bureaux over the figures we produce, but I think the
business has to be transparent,” says Don Iszatt, managing director of Direct Marketing Solutions.

The agency carried out a test scheme in the first quarter of this year. It will amalgamate those figures into it 1997 report.
Top performers were heath insurer, PPP, and mobile company Orange.

archive ends