TITLE

From Big Idea to Retail Success: The Johnny Carson Collection

AUTHOR(S)
Dunn, Kelly
PUB. DATE
December 2002
SOURCE
Response;Dec2002, Vol. 11 Issue 3, p52
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
Part XII. Provides insights on long-term plans for the 'Carson Collection' infomercial and direct-response marketing campaign, which features clips from Johnny Carson's television series 'The Tonight Show.' Success and longevity of the campaign; Aim to stretch the campaign's profitability beyond 2002; Efforts to implement cost-reducing adjustments to the campaign.
ACCESSION #
10964533

 

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