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A NEW MARKETING DIRECTION and *Like the picture filled catalogues that first invaded our homes during the *early days of mail order, infomercials now serve as standard fare on our *televiewing menus. and *In fact, references to "those latenight things on TV" are no longer accurate, *because infomercials now air and make money during daytime and mid-day hours *as well as latenight, selling every conceivable product, from Ginsu knives to *Body by Jake. and *Direct response television is faster and more effective than conventional *mail order in marketing products direct to the end users for several reasons: and

*The future of marketing isin the consumer's own living room, in the TV set, *where a new, more convenient way of shopping is taking shape. and *For the advertiser, the reasons for using infomercials and DRTV are obvious. *Producing a half-hour infomercial is a lot cheaper than opening a new store *in the mall. And for a month's rent, an infomercial can be aired on cable *stations that reach 60 million homes nationwide. and *it is inexcusable for an entrepreneur to ignore infomercials and DRTV spots *as integral parts of his marketing mix. At the same time, if you're looking *for a new frontier with exceptional growth potential, DRTV is an exciting new *territory with no boundaries - a territory that has all the ingredients for *success you'll ever need. and and

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