Whether the sales pitch is delivered by Rizzuto or Marino or just plain Joe, finance companies catering to people with less-than-perfect credit seem to view television as the perfect medium for their messages.

FirstPlus Financial's recent hiring of Miami Dolphins quarterback Dan Marino as its official spokesperson echoes the highly successful marketing efforts of Money Store Inc.

Subscribe Now

Access to authoritative analysis and perspective and our data-driven report series.

14-Day Free Trial

No credit card required. Complete access to articles, breaking news and industry data.