Sitting Pretty

Since direct response air time is contingent upon availability, Sure Fit doesn't get its pick of time slots. However, she says, the company also buys some program-specific space, for instance, on television's "The View," a weekday morning women's program, when it's available.

From a creative standpoint, the TV ads focus squarely on the product and the catalog. The catalog itself is featured prominently throughout a recently viewed 60-second spot, which was created by Direct Response Media.