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You could almost say that John Wanamaker was the father of advertising. A self made millionaire he knew how hard it was to reach potential customers using traditional advertising methods and was actually quoted as saying: “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” So if this hods true today, and there are many that say it does, the trick would be to find which half was wasted and concentrate on the half that was working.

In regards to TV commercial, Hawthorne Direct reckon they have solved the dilemma and can offer Integrated Response Solutions that will integrate a total campaign across all channels so that nothing is wasted and all of the market is covered. The way this is achieved is best explained by viewing their web commercial as this will not only give you a better idea, but an insight into the quality of their product.