We’ve all seen the TV ads that scream miraculous product benefits for the low price of $19.99 (“and if you call you now…”).

Conventional wisdom and recent history suggest that targeting trumps context. But what if this is based on a false success metric?

Like the automakers and financial institutions, these agencies are slow moving, bulky organizations with massive teams and billions of dollars in assets. When you combine all of these factors, something is bound to go wrong, right?

Through the years those in the direct response industry have worked with many an entrepreneur to launch a product on television and offline channels to drive direct sales.