Rosie O'Donnell

Thinking Outside the MailBox to Boost Direct Mail and Catalog Response Rates By Norman M. Goldring With postal rates continuing to increase faster than the rate of inflation, it's a great time to consider complementing your direct mail program with direct response television (DRTV) advertising. DRTV—which gained notoriety in the 1970s with half-hour infomercials that ran in the middle of the night hawking everything from Ginzu knives to the latest exercise fad—has come of age and now is used by many mainstream advertisers. Today, such well-known companies as Spiegel, AT&T and Rubbermaid employ direct response television spots to cost-effectively build sales, generate leads and

Thinking Outside the MailBox to Boost Direct Mail and Catalog Response Rates By Norman M. Goldring With postal rates continuing to increase faster than the rate of inflation, it's a great time to consider complementing your direct mail program with direct response television (DRTV) advertising. DRTV—which gained notoriety in the 1970s with half-hour infomercials that ran in the middle of the night hawking everything from Ginzu knives to the latest exercise fad—has come of age and now is used by many mainstream advertisers. Today, such well-known companies as Spiegel, AT&T and Rubbermaid employ direct response television spots to cost-effectively build sales, generate leads and

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