Television Campaign Helps Doctors Foster & Smith Become Top Dog

Since mailing its first catalog in 1983, Doctors Foster & Smith gradually has built a name for itself in the direct marketing pet-supplies business. But as of last year, the Rhinelander, Wis.-based cataloger still was searching for a way to propel itself to becoming a household name. So to boost its brand and name recognition, as well as build sales, it launched a TV advertising campaign.