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Direct Response Marketing

Field Reports

1 Aug, 2005 By: Thomas Haire, Nicole Urso Reed Response

DR Skincare Leader Murad Helps SoCal Special Olympians

The reality of erroneous claims being funneled through DR and the consequential reputation that follows is an obstacle that all marketers face — even the good guys. Haire explained to the Times that upright marketers are working to change that reputation and improve the direct marketing industry, but there are some who are still in the business to make a quick dollar and be done.

"A lot of companies know the FTC will come after them," Haire said in the report. "They put the dollars for an FTC settlement into their budget."

Response frequently reports FTC/diet marketer settlements. Last month, a settlement was announced with popular diet supplements Fiberthin and Propolene.


Throughout the investigations and FTC scrutiny, CortiSlim has maintained its innocence. It recently sent out a press release announcing its new ad campaign featuring typical American housewives who saw significant results using the stress therapy weight-loss pills. The campaign includes three "busy moms," Nancy, Ginger and Tricia, who attribute their dieting success to the CortiSlim lifestyle. The national print ad made was featured in the June 26 issue of TV Guide and U.S.A. Weekend. The ad also appeared in Ms. Fitness and other consumer and trade publications nationwide.

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