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Direct
Response Advertising and Marketing Industry Firsts
- Made Popeil
Bros, Inc. (Veg-a-matic, Pocket Fisherman) synonymous
with Direct Response and infomercials advertising by managing
its broadcast media throughout its first ten explosive years
- Introduced Direct
Response product advertising in major market
Yellow Pages
- Pioneered test
placement of holiday catalogs in seat backs of Pan American Airlines,
which led to today’s successful Sky Mall
catalog program
- Secured Paul
Harvey as the respected spokesperson for Sonicare electronic toothbrush
and crafted the product message that ultimately changed
the toothbrush category
- Developed a
Direct Response media course that has
been used to train media staff at general and direct marketing agencies
- Developed
post-campaign analytical tools that convinced retailers that
Direct Response advertising supports them, not competes against them
- First Direct
Response agency to build value-added promotion
opportunities into media negotiations previously offered to
only traditional media advertisers
- Created first
integrated per inquiry system used to test productivity of
out-of-home media vehicles
- Created innovative
radio incentive program to involve stations and incentify personalities
to generate calls to client
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