TurboTax Tries Direct Response Television… Again

The article focuses on the case of the TurboTax tax preparation software from Intuit and its approach to direct response television (DRTV). The software holds a large brand advertising budget and has been advertised via print and online media as well as via 30- and 15-second brand commercials on television yet a decline in returns for brand advertising led to the need for a more cost-effective approach in driving growth. Brand strategy director David K. has looked into the backgrounds of DRTV and of TurboTax to determine an approach for DRTV advertising. The DRTV approach involves the TurboTax Online Free Federal Edition and an animated character.

Publication: 
International Journal of Integrated Marketing Communications
Author: 
Tarter, Blodwen
Document Type: 
Research
Paywall: 
Free

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