Television Campaign Helps Doctors Foster & Smith Become Top Dog

“We had a targeted direct response market at efficient rates and targeted narrow stations [TV stations whose audiences would be interested in pet supplies] — Animal Planet, Discovery Channel, particularly pet shows on these networks,” says Eicoff Senior Vice President Richard Sangerman.

What’s more, the campaign goes after mostly women, the catalog’s primary demographic, Magee says. The spots air during morning programming, a primarily female-dominated time slot.