"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>>

Coffee and baked-goods leader Dunkin’ Donuts ushers marketing into a new decade using digital DR. In the ultra-competitive market of coffee companies, Canton, Mass.-based Dunkin’ Donuts (DD) has found a way remain one of best-known names among baked-goods and java chains. One of the older...More>>

Next autumn, fans of the National Football League’s (NFL) New York Jets will be able to watch their team in the luxury of a brand new, 82,500-seat stadium in East Rutherford, N.J. With the debut of the as-yet-unnamed stadium (which the team will share with the New York Giants), new Jets season...More>>

After working as lawyers for just a few short years, Cliff Chenfeld and Craig Balsam were looking for a way out. The question was, what would be the next step? Both had visions of combining their creativity, entrepreneurial spirit and love for the music industry into a new career. And in 1990,...More>>

“Because real estate as an industry is going through a transformation, the relevance of direct response marketing is rising. Consumers are so informed, and technology now allows micro-targeting and one-on-one marketing,” says Camilla Sullivan, senior vice president, marketing, for Parsippany,...More>>

Scott Boilen says relatable products are the key, while the long-term success of finalists Product Partners and TELEBrands also resonate with voters. More>>

"Esurance was built on the direct response marketing channels of search engine marketing and affiliate partnerships," says Darren Howard, media director, direct marketing, for San Francisco-based insurance leader Esurance Inc. "While our mix has evolved over time, the vast majority of our marketing...More>>

"Though direct response might not have that sexy draw of a glossy brand ad, it's a true workhorse that's performed well for us, always says Mike Goff, vice president, corporate marketing for Sprint, the wireless and mobile communications giant headquartered in Overland Park, Kan. It allows us to...More>>

With those words promoting the massive hit product OxiClean nearly a decade ago, Billy Mays moved from successful pitchman into the ranks of direct response television's legends. Throughout the next decade, and dozens of hit TV products that grossed more than $1 billion in sales, Mays' career...More>>

"Many of our past brand campaigns before DRTV were inefficient because we didn't close the loop, says Brad Lilienthal, vice president of sales and marketing for Huxley, Iowa-based Kreg Tool Co., a leading U.S. manufacturer of quality woodworking tools. Since we've been exposed to DRTV, we get...More>>