Peter Aronow

During the 30 years that I’ve been in the DRTV business, one thing has stayed the same: everyone wants a quick, easy and inexpensive way to know what’s going to work or not. And despite the plethora of techniques developed over the years, only one — DRTV — effectively gives you the answer.

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 >>

Time and time again, inventors and marketers raise this question in an attempt to determine what role creative plays in marketing a product. As a creative director, I place it third on the short list of things that make or break a direct response campaign.