Don’t Touch That Dial!

In many ways, direct response television (DRTV) and cataloging are at opposite ends of the direct marketing spectrum. DRTV promotions — be they infomercials, spot commercials or home shopping — focus on selling to an unknown prospect or customer. Meanwhile, with only a few exceptions, catalogers target their promotions to specific prospects, customer lists or audiences. Yet both have to deal with all the challenges of today’s direct response marketing.