NEW YORK (September 20, 2004) - According to a report published by Business Wire on September 15, direct response marketing is the fastest-growing segment of television advertising among major corporations.

Statistics from Response magazine demonstrate that Direct Response Television (DRTV) business generates over $100 billion in sales each year.

As an advertising medium, direct response marketing is particularly appealing because it is equally suitable for large corporations and small entrepreneurs. It cost effectively reaches highly specialized consumer demographics and provides immediate sales, highly-qualified sales leads, and retail branding in one package.

Instrumental to success for companies moving to capitalize on the $100 billion annual sales market is the reputation of the direct marketing advertising agency they partner with.

The Associate Press reported earlier this month that Kevin Trudeau, producer and spokesperson of advertisements, has been fined $2 million and banned from advertising product health benefits in any medium by the Federal Trade Commission (FTC).

The FTC action comes from false health claims made by Trudeau in direct response advertisements.

As reported in the Washington Post, the Electronic Retailing Association and the National Advertising Review Council have partnered to create a program to police the integrity of the infomercial and direct response advertising market.

The National Advertising Review Council is an investigative arm of the Better Business Bureau.

On the positive side of the industry, there are established direct response marketing agencies that adhere to stringent business ethics. These companies serve as image partners in guiding companies into the direct marketing advertising arena.

Arty Media Group is a full service advertising agency that provides direct response, brand awareness and product launch campaigns for television, radio, Internet, and print markets.

The West Dundee, Illinois based boutique agency has earned its customers millions of dollars in revenue through direct marketing by adhering to a code of ethics.

The company maintains industry advertising standards and consumer protection by requiring substantiated data of clients.

“Fortune 500 companies played a key role in driving the $24 billion spent on DRTV last year,” said Victor Grillo in discussing Discover Channel sponsored programming as a part of Advertising Week in New York.

TV Guide Magazine Group, Inc. announced this month that it will introduce classic television series on DVD through direct response marketing. The six individual collections include The Andy Griffith Show and The Cisco Kid.

Time-Life has established success in direct response marketing with books and music collections.

Advertising Week in New York 2004 takes place September 20-24.