Reno Rolle

Ab Obsessions & Direct Response Marketing

The pervasiveness of exercise equipment sold via direct response marketing during the 1990s was a direct result of effective, large-scale campaigns focused around infomercials. Products like Tony Little’s Ab Isolator sold millions of units under direct response marketing firms like Home Shopping Network’s “HSN Direct”.

Reno Rollé and his team produced media content inline with a detailed marketing strategy that tapped into the quick-fix desires of those likely to be watching TV during low-cost runtimes. Over time, home shopping networks abandoned in-house direct marketing, but lasting effect of the infomercial boom can be seen today.

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