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Alvin Eicoff

Alvin Eicoff, Marfree vice president, cropped from a group photo Alvin Maurey Eicoff (June 8, 1921 – March 2, 2002) was widely recognized as a founder of direct response television (DRTV) advertising. He helped pioneer the use of “1-800” numbers on television, along with the phrase “or your money back”. Alvin was a proponent of short-form DRTV, which consisted of 120-second and 60-seconds commercials featuring a 1-800 number and a call to action. Provided by Wikipedia
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    Eicoff on broadcast direct marketing

    Eicoff on broadcast direct marketing by Eicoff, Alvin

    Published 1988
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