No one does TV like us.
DRTV is our legacy. In the 1950’s Alvin Eicoff had a simple idea that revolutionized television advertising. He became one of the most influential people in the business, and A. Eicoff & Company rose to the top of the direct response television industry.
These days, we apply 50+ years of DRTV expertise in all kinds of ways. Traditional DRTV, of course. And the Eicoff Hybrid model – built on the principles of DRTV – that delivers hard working advertising while meeting reach and frequency goals. We even do traditional brand and retail advertising, but always in the Eicoff tradition: informing, demonstrating, selling. The same goes for radio, also a part of our arsenal.
Have a look at a few case studies that demonstrate how the Eicoff method makes strong spots work harder.
Call us. Let’s talk about how to take your brand on a DRTV test drive.
Eicoff Evolution:
A Timeline
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1959DRTV pioneer Alvin Eicoff founds A.Eicoff & Company.
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1964The Beatles debut on the Ed Sullivan Show. The broadcast drew 73 million viewers, a record at the time.
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1971Congress prohibits broadcast advertising of cigarettes.
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1977Eicoff introduces 800 numbers in TV ads as a tool for measuring campaign success.
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1981Eicoff helps Time-Life make history as the first direct response advertiser in national cable history.
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1981MTV makes its national debut, changing the television landscape forever. Cable TV destined to become major DRTV powerhouse.
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1982“Father of Advertising” David Ogilvy declares Eicoff the “unchallenged master of DR advertising” and buys the company.
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1986David Ogilvy is inducted into the DMA Hall of Fame.
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1988Abbott Laboratories is the first pharmaceutical direct-to-consumer advertiser in the country – and, not coincidentally, an Eicoff client.
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1995The Internet becomes available to the general public. URLs to become another major DRTV tool.
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1995First million-dollar price tag for a 30-second ad during the Super Bowl. Half-time remains most interesting part of game
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1996Eicoff co-designs Coredirect, the industry’s premier results tracking and management system.
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19961-800 numbers are in high demand and short supply – the 888 area code is added for more toll-free lines.
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1997Alvin Eicoff is inducted into the DMA Hall of Fame.
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2004The DMA adds an annual Echo award for innovation in direct broadcast media - the A.Eicoff Award.
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2005Eicoff Chairman Ron Bliwas is elected as board chairman of the Direct Marketing Association.
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2007Steve Jobs unveils the first iPhone, making it possible for consumers to buy on the fly.
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2007Ron Bliwas is inducted into the DMA Hall of Fame.
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2009Vatican Radio began airing advertisements for the first time in its 80-year history.
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2011Twitter reaches 200 million users.
