Beyond budgeting and testing, noncatalog prospecting requires a fresh approach

By Shari Altman

Radio and print ads can function well as drivers of catalog requests or Web visits. Other mediums, such as newspaper FSIs and affiliate marketing, usually require a hero product to be effective.

Deciding if you’ll have a hero product will help determine your format within that medium. For example, DRTV infomercials demand a hero product to retain interest during a full 30 minutes; however, one- or two-minute DRTV spots can be effective for both direct sales and catalog requests.