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Alvin Eicoff was the founder Chairman of A. Eicoff & Company in Chicago in 1965. This company is now a subsidiary of Ogilvy & Mather and its parent company, WPP Group. Alvin Eicoff was a very successful marketer and was the first to use radio and television as a media for direct response.

Alvin Eicoff was an authority on direct response techniques and an expert on all advertising techniques and strategies. Although Alvin graduated from UT’s accounting program, he developed a great interest in marketing. Alvin thereafter shifted his focus to marketing ventures.

Besides, Alvin was very much interested in education and was himself an educator. He often lectured on marketing techniques as a guest lecturer. Alvin had many honors to his credit. Among them was election to the McCombs School Hall of Fame and the Direct Marketing Hall of Fame.

Advertising Age described Alvin as one of the 20th century’s 50 most influential individuals in advertising. Alvin established two funds- Alvin and Helene Eicoff Endowed Professorship in Direct Broadcast Marketing for the marketing faculty and Eicoff Endowed Presidential Scholarship Fund for providing for seven students in a year.

Alvin marketed his goods right within the house of the consumer. His firm developed various info commercials and television commercials for reputed clients like IBM, Allstate, Novartis, and Sears. Besides, the company also offers in-store marketing in a partnership of retailer and manufacturer. This increases brand awareness and garners relevant retailer support.

The first TV commercial in 1949 was by Alvin Eicoff. Soon, he developed concept of toll-free number and coined the now famous phrase ‘or your money-back!’ He also wrote a book - Or Your Money-Back.

Alvin believed in talking directly to the consumers and marketing the products. Alvin always believed in analyzing a problem, explaining the solution, and then demonstrates how his product could deliver the relevant solution. Alvin wanted his customers to nod in agreement to his solutions. 

Alvin Eicoff passed away on March 2, 2002 at Florida, a huge irreparable loss to the entire marketing community.

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