CashGraf Software taps Rizzuti Marketing & Media Group for $6 million campaign, RMMG doubles to $12 million; The "Kings of Direct-Response Advertising" plan to make their newest technology client the "Lords of the SoHo Market".

CARROLLTON, Texas--(BUSINESS WIRE)--Aug. 4, 1995--John Rizzuti, managing director of Rizzuti Marketing & Media Group, Inc. (RMMG), enjoys referring to himself and his technology advertising creative team -- copywriter Guy Lyman and art director Pat Beckman -- as the "Kings of Direct-Response Advertising." With the addition of CashGraf Software, Inc., RMMG's high- tech client "kingdom" has expanded to St. Petersburg, Fla., and swollen its coffers from $6 million to $12 million in billings for 1995.

The firm is developing a multi-million dollar mass-market ad campaign for CashGraf Business Plus software targeted at the "SoHo" (small office/home office) market that will launch this September. The marketing campaign includes national newspaper, inflight and business magazine ads and radio spots, plus direct mail, point-of-purchase, packaging and other activities.

CashGraf Software develops and markets integrated, easy-to-use software systems for the SoHo market -- the nation's fastest-growing market segment -- that enable users to run their businesses efficiently and inexpensively.

Arguably the Southwest's largest technology advertising firm and the nation's leading virtual agency, RMMG was hired by CashGraf Software on the strength of its national and international reputation. CashGraf Software Chairman Richard Story views RMMG as much more than just another media creative squad. "We look upon this as a joint venture," he said. "RMMG is our marketing arm."

According to Richard Pearce, president of CashGraf Software, working with RMMG represents a continuation of his company's expert strategy. "We've always based our products on talking to 'experts,' whether end users who run 'mom-and-pop' stores and home-based businesses, or retail computer dealers," Pearce stated, adding, "We've definitely maintained this 'expert' theme by hiring RMMG, the experts in direct-response advertising."

Story noted that the combination of RMMG as its ad firm and nationally syndicated radio personality Rush Limbaugh acting as CashGraf Software spokesperson -- in RMMG-produced spots that already have produced 10-12 times the expected number of phone calls -- "provides a powerful one-two punch."

Additional comments come from such luminaries as computer industry analyst Tim Bajarin -- president of the San Jose-based technology research firm Creative Strategies -- who conducted a market overview for CashGraf Software investors. Bajarin (who predicted the advent of desktop publishing in 1983 and multimedia computing as early as 1984) likens CashGraf Software's approach to the SoHo market to Aldus Corporation's approach with its PageMaker(TM) solutions for desktop publishing. Bajarin also called RMMG "one of the top advertising and marketing firms in the U.S."

In addition to CashGraf Software, Rizzuti Marketing & Media Group's international client roster now boasts 7th Level, Cyrix Corporation, MapLinx Corporation (Dallas, Texas); Road Scholar Software (Houston, Texas); Portable Software Corporation (Seattle, Wash.); Corex Technologies Corporation (Brookline, Mass.); and Modatech Systems, Inc. (Vancouver, B.C., Canada).

Founded in July 1992, Rizzuti Marketing & Media Group, Inc. -- based in Carrollton, Texas -- is a $12 million marketing consultancy specializing in strategic, direct-response advertising and media planning.

CONTACT: Rizzuti Marketing & Media Group Inc.

John Katsantonis, 214/620-9345 (Fax: -9346),

MCI Mail "jkatt," CIS 76035,2417,

Internet "[e-mail]",

or

John Rizzuti, 214/394-5115 (Fax: -5272),

MCI Mail 569-3614, CIS 71072,1207,

Internet "[e-mail]"