Home Depot Launches Second Spot Campaign

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The Home Depot Do-It Yourself Stores, Atlanta, last week launched its second direct response TV campaign with 60-second and two-minute spots pitching the retailer's book, "Home Improvement 1,2,3."

Home Depot's latest direct effort comes on the heels of an increased focus on direct marketing initiatives. The company recently installed Jeffery Cohen as its executive vice president of direct marketing.

"We're looking for as many different ways to reach people as possible," said Rob Hallem, director of internal communications and the project manager for the book. "We want to positions ourselves as the number once source for information in the store but we wanted to get outside the four walls."

The spot was produced by Guthy-Renker Direct, based in Santa Monica, CA. PDS Corp., Los Angeles, is handling fulfillment while West Teleservices Corp., Omaha, NE, manages inbound telemarketing.

The 450-page book sells for $24.95 and airs with no offers and is also available at retail in Home Depot and book stores. The book was published by Meredith Publishing and is based on a compilation of the most commonly asked questions of Home Depot employees. The giant home improvement retailer two months ago launched the second series of home improvement books with "Outdoor Projects, 1,2,3."

The company had launched its first DRTV ad about six months ago to sell the chain's proprietary Husky Torque Driver.

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