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Though often scoffed at as high on annoyance and low on creativity, direct response TV has become an increasingly attractive option for marketers hoping the extra time will lead to a heightened brand image, like Salton’s George Foreman Grill.
The Holmes Group, a $700 million global housewares marketer, is seeking such success for its latest product, the Harmony Air Purifier. THG, which owns brands that include Masterglow, Crock-Pot, Rival and Bionaire, has teamed with DR specialist Advanced Results Marketing for a two-minute TV spot—a short form for the category—to promote the purifier.
“[The effort] is a very close combination of brand sensibility and offer prominence,” said David Sarlitto, vp of direct channel marketing at the Milford, Mass.,
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