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Timothy R. Hawthorne
Timothy R. Hawthorne (born June 29, 1950), is a recognized leader in direct response marketing, specializing in direct response television, also known as DRTV. This advertising format provides in-depth product or service information via longer TV format lengths--"long form" or "infomercials" (1/2 hour) and "short form" (one to two minutes)--then prompts viewers to take immediate action to either purchase or learn more about the product or service by visiting specific websites or calling a toll-free telephone number.
In 1986, Hawthorne founded the nation's first advertising agency dedicated to producing infomercials. In 1997, NTC Business Books (McGraw-Hill) published his textbook on the subject--(''The Complete Guide To Infomercial Marketing'' )—which many marketers consider "the industry Bible." In it, Hawthorne outlines the history of long form advertising, describes how to create and produce half-hour commercials, and explains the theory behind "the power of the half-hour." 〔Hawthorne, Timothy R., ''The Complete Guide to Infomercial Marketing''. NTC Business Books, 1997 (independently updated in 2005).〕
In 1990, marketing experts Stan Rapp and Tom Collins acknowledged Hawthorne as "the king of the infomercial."〔Rapp, Stan and Tom Collins, ''The Great Marketing Turnaround: The Age of the Individual-And How to Profit From It''. Prentice-Hall, 1990.〕 In 2006, the (Electronic Retailing Association ) (ERA) awarded Hawthorne its Lifetime Achievement Award〔Muller, Paige, "ERA's 16th Annual Convention--It's A Wrap." Electronic Retailer, October 2006, pp.12-14.〕 to honor him for being "a major architect and pioneer in the DRTV industry, with an unsurpassed reputation for leadership, vision, and integrity."
==Education and early career==
Hawthorne graduated ''cum laude'' from Harvard University in 1973, majoring in Psychology. After gaining considerable expertise in documentary film production with CBS and NBC network affiliate news divisions in Minneapolis and Philadelphia, he founded Hawthorne Productions in 1980, and was accepted into the Directors Guild of America. Early clients included prime-time programs ''Real People'' and ''That’s Incredible!'', as well as syndicated shows ''You Asked For It'', ''Ripley’s Believe It or Not'', and ''Entertainment Tonight''. He also contributed programs to The Cable Health Network.〔http://www.hawthorneinfomercialguide.com/Public/ABOUTTIMHAWTHORNE/index.cfm〕〔(Canon, Scott, ''The Kansas City Star''. "Maharishi's followers have integrated into small Iowa town," September 27, 1999. )〕〔"Twenty Years In, Ready For 20 More." ''Response'', September 2006."〕
抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』
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