Television Campaign Helps Doctors Foster & Smith Become Top Dog

Although trying to incorporate a “lifestyle feel” to the ads, the company hasn’t totally abandoned its hard-sell approach. “The commercials are a blend of direct response — we post an 800 number and a URL for customers to contact — and branding,” Magee says.

Looking ahead, there’s no timetable for the ads to stop running. “We review it on a year-by-year basis,” Magee says. “The results were good for 2006. This year, we continued to get a positive response.”