DRTV Spots Highlight Slipcover Product

Sure Fit Inc., which claims to be the nation's largest mail-order slipcover company, has rolled out a direct response television spot.

The company tested the campaign for two weeks in June on national cable stations targeted to women ages 25-49. The full rollout includes female-oriented stations such as Lifetime.

The 60-second spot offers viewers the chance to order a free catalog by calling a toll-free number or visiting a Web site. The DRTV spot lets Sure Fit use visuals to show its product's attractiveness and simplicity, said Maria Eden, president of Direct Response Media, Sure Fit's DRTV agency.

The product lets consumers recover furniture instead of replace it, and the DRTV spots help Sure Fit reach the audience that would find that feature most appealing, Eden said. Direct Response Media, Wayne, PA, handled creative and production services in addition to media buying for the campaign.

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