The Brave New World of Direct-Response TV.
Mortgage Banking › Vol. 61 Nbr. 6, June 2000 ›
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The Brave New World of Direct-Response TV.
LET'S BEGIN THIS DISCUSSION about the mortgage industry, the Internet and marketing in general with a look at the "Contour Pillow." Anyone who has ever watched cable television has seen the advertisement in which a restless, pajama-clad model struggles for a comfortable sleeping position, even as X-ray-style animation portrays her neck and backbone in excruciating, disfiguring contortions. You can barely stand up straight after seeing that commercial, knowing what you do to yourself every night without the "Contour Pillow."
That's where Home123.com comes in. Home123[R] Loans Direct, Ponte Vedra Beach, Florida, is the brainchild of the same businessman who first marketed the "Contour Pillow"--Joseph Doyle. Doyle is president and chief executive officer of Home123, a mortgage-lending conduit that-- like the "Contour Pillow"--is working its way into public consciousness through cable television advertising. Its pitc...See the full content of this document
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