The Infomercial & DRTV Handbook: A Step By Step Guide To Understanding Direct Response TV
Drew Cummings has been a pioneer in the direct response TV marketing arena since 1972 when he produced and launched the highly successful "Quick Pickin Fun Strummin Guitar Course" with legendary singer/songwriter Kenny Rogers as the spokesperson. He has produced many successful long and short form infomercials and DRTV campaigns, including the Gamemaster TV game show series that was the first hybrid Infomercial created by Cummings for the launch of Sega's "Sonic The Hedgehog" video game.  Mr. Cummings is also the former head of Direct Response Marketing at 20th Century Fox, Los Angeles, where he oversaw direct marketing efforts for The Simpsons and In Living Color. Cummings  also pioneered and produced the first daily home shopping series on national television with partner Dayton Hudson Corporation, owners of Target department stores.  This led the way for electronic retailers like QVC and HSN. Cummings is one of the most sought after consutants to Fortune 500 companies on the creation and production of hybrid infomercials that are designed to create consumer awareness and drive retail sales.