If you can afford it, Go for IT: Drake Morton

New Clients Embrace DRTV as Sales Soar

Digital platforms, economy and marketer demands for better ROI and pricing spur surge

Aug 25, 2008

by Steve McClellan

NEW YORK When Coca-Cola first introduced its “My Coke Rewards” program in 2006, the global soft drink marketer used relatively little direct response TV advertising to peddle its products. But last year Coke significantly boosted its DRTV advertising to promote the rewards program, which steers consumers to a Web site where they can enter codes collected from purchased Coke products to exchange for free merchandise.
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