Alvin Eicoff

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Alvin Maurey Eicoff
Alvin Eicoff 1950.jpg
Alvin Eicoff, Marfree vice president, cropped from a group photo
BornJune 8, 1921
DiedMarch 2, 2002 (age 80)
NationalityUnited States
Known forFounder of direct response television (DRTV) advertising

Alvin Maurey Eicoff (June 8, 1921 – March 2, 2002) was widely recognized as a founder of direct response television (DRTV) advertising. He helped pioneer the use of “1-800” numbers on television, along with the phrase “or your money back”. Alvin was a proponent of short-form DRTV, which consisted of 120-second and 60-seconds commercials featuring a 1-800 number and a call to action.


Eicoff found his own advertising agency in 1959, A. Eicoff & Company, specializing in short-form DRTV. Due to his significant contributions and accomplishments in the direct response industry, he was elected to the Direct Marketing Association Hall of Fame and was elected as one of the 50 most influential people in television history by Advertising Age.[1]

Personal life[edit]

In 1947, Eicoff married Helene Topaz; they had two children Larry Eicoff and Jeffrey Eicoff.[2] He died on March 2, 2002 and was buried at Shalom Memorial Park in Arlington Heights, Illinois.[2]


  1. ^ "Alvin Eicoff inducted into DMA Hall of Fame". Archived from the original on 2007-12-17. Retrieved 2008-11-17.
  2. ^ a b "Alvin Maurey Eicoff". Chicago Sun-Times. March 5, 2002.

Further reading[edit]

  • Eicoff, Alvin M. Or Your Money Back (New York, NY: Crown, 1983)
  • Eicoff, Alvin M. Direct Marketing Through Broadcast Media (New York, NY: McGraw-Hill Education, 2000)