Any old butter knife is just one among a million kitchen appliances but a butter knife wielded by, say, Paula Deen to add a few (or hundred) more cholesterol points to a dish — that is something that would catch your eye. Endorsements from athletes or actors are nothing new to direct response,...More>>

Before late-night infomercials and Internet upsells, back when the Hoover Co. was just a janitor with asthma, the floor-care company tapped into vintage direct response at its best — employing some of the first door-to-door salesmen, bringing together brand and consumer more so than ever before....More>>

Since the onset of the Great Recession in 2008, DR agencies have been faced with one tough question that overrides all others for their clients: How can a consumer justify a purchase when he or she is barely holding on to a job or a home? It’s not easy. When DRTV commercial producers create a...More>>

In my 11 years at Response, there has never been a doubt as to the importance of the housewares vertical for direct response marketers. Nearly every facet of housewares — from cleaning products to repair products to furniture items to cooking products — has been represented by a hit DR product...More>>

"The marriage of Masterbuilt and DRTV was perfect,” says John McLemore, president and CEO of Columbus, Ga.-based Masterbuilt Manufacturing Inc., marketers of the successful line of Butterball Turkey Fryers. “In an economy where every business is looking for new, cost effective ways to...More>>

Hearthware Inc. is so humbled by this recognition from the Direct Response Marketing Alliance (DRMA),” says David Choi, manager of sales and marketing for Libertyville, Ill.-based Hearthware Inc., the winner of the third annual DRMA Marketer of the Year Award. “We are grateful to our retail...More>>

When the U.S. economy began its sharp decline a few years ago, consumers did what they could to cut back — and that, more often than not, meant jet-setting nights out on the town were exchanged for social gatherings contained within the four walls of people’s own homes. As the economy has begun...More>>

The more we can build and sustain brands, sustain products and product lines and use direct response as the main vehicle to market our products, the more it adds credibility to this form of media,” says Mark Barrocas, president of Newton, Mass.-based Euro-Pro Operating LLC, the parent company of...More>>

More and more companies are heading down the direct response avenue. It makes so much sense, because the method is really diverse,” says David Lee, director of marketing for DirectBuy, the leading home improvement and furnishings club based in Merrillville, Ind. “You can do a hard-hitting DR...More>>

"We thought that we could tell a story without spotlighting item and price and asking customers to buy," says Alan Gladstone, founder and CEO of Costa Mesa, Calif.-based Anna's Linens, a privately-owned nationwide specialty retail chain in the domestics and home furnishings market, about a TV ad...More>>