Direct response products have gained valuable shelf space at drug chains, supermarkets, mass retailers and club stores, with many stores creating a new department within the store. The As Seen On TV section serves as a great entry point for many DR items at retail.More>>

The folks at TELEBrands remember a time when retailers turned up their noses when the words “DRTV” or “infomercial” were mentioned. It was the late 1980s, and the Fairfield, N.J.-based marketer was peddling its AmberVision sunglasses. “Sunglasses are a category,” the TELEBrands team was...More>>

Over the years, we have all seen numerous changes occur in the direct marketing industry. They have included the introduction of the half-hour infomercial, Web and mobile marketing, and the “As Seen On TV” brand in retail to name just a few. But none has been as profound as the change ushered...More>>

As we enter summer, I realize that while our bodies may be kept artificially warm during our winter hibernation, there seems to be a chemical imbalance that occurs in our brains. No, not literally — but figuratively. It seems as though many people become delusional during the cold winter months...More>>

For the past four years, I have written articles for Response and have covered a wide variety of topics about taking products to retail, as well as the ins-and-outs of how to effectively manage and grow retail distribution and sales. Recently, I was approached by a direct response company that had...More>>

One of the myths that entrepreneurs labor under is that all retail real estate is good real estate — that all retailers are fair game for their products. So let me do a little myth debunking in the interests of helping you put your energy where it is most effective and eliminate the waste of a...More>>

The lure and allure of securing retail shelf space for a product is a very powerful and dangerous drug when not used correctly. The problem that keeps arising is a very sharp double-edged sword. The volume is there, but retail buyers are very cautious when it comes to adding new and unproven...More>>

The beauty of direct response advertising is that you have a medium that enables you to convey a number of key attributes for your product in order to educate the consumer on what you are selling. The more time or space you have, the more information you can share.More>>

Entrepreneur is a term applied to the type of personality who is willing to take upon herself or himself a new venture or enterprise and accepts full responsibility for the outcome. Most commonly, the term entrepreneur applies to someone who identifies a market opportunity and exploits it by...More>>

There are many lessons that can be learned by looking at the similarities between direct response and retail campaigns. I know what you are thinking — but, yes, there are similarities between these uniquely different approaches to selling.More>>