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Direct Response Marketing

Field Reports

1 Mar, 2007 By: Thomas Haire, Courtney Beth Pugatch Response

Patrick Buttery was the chief financial officer of Computer Personalities Systems, which operated as Direct 2 U and Video Computer store. The company charged customers nearly $4 million for computer and computer parts that were never delivered. Customers who complained were put on hold for hours, prosecutors said.

Customers were defrauded between 1993-2001, leading to an FBI and IRS investigation. Indictments didn't happen until 2003.

Buttery cooperated with authorities and helped lead to a guilty plea from George Cappell, the primary defendant in the case. Cappell was the company's CEO and star of its television commercials. He was sentenced to seven years in prison last year.

U.S. District Judge Anita B. Brody told Buttery that his "cooperation should be substantially rewarded" and that he understood "that this wasn't just a bad business deal." Prosecutors had sought a term of several years.


Medved Joins Response's Editorial Advisory Board


SANTA ANA, Calif.Response Magazine, the only independent source of news and information for direct response marketers, welcomes Rob Medved of Cannella Response Television Inc. to its Editorial Advisory Board.

Medved is president and media director at Burlington, Wis.-based Cannella, a full-service infomercial and short-form media agency, where he has been a fixture in the DR business since 1994, working on successful campaigns for Tae-Bo, Master Lock and Alexis Vogel Skincare, among many others.

"Rob's expertise is among the most reliable and respected in the direct response business," says Thomas Haire, editor-in-chief of Response. "His leadership role at Cannella has helped that company continue its long run as one of the leaders in DRTV, and I am certain he will immediately become one of the leading voices on our Editorial Advisory Board."

Medved has been a guest on the CNBC show "Money Talks" and also helped compile "Infomercial Insights," Cannella Response Television's textbook on the DRTV business. He holds a B.A. in English and economics from the University of Wisconsin in Madison.

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