Robert Marsh, 83, infomercial pioneer

Robert Marsh, 83, of Malvern, a decorated World War II veteran and president of American Telecast Corp., died of heart failure Sunday at home.

Mr. Marsh established American Telecast in 1975. He was a pioneer in the production of infomercials in the late 1980s and became an industry leader in direct-response marketing, his son John said.

"He intuitively understood that if you help enough people to get what they want, you will eventually get what you want," his son said.

John and his brother, David, now run American Telecast, which says its infomercials and commercials have generated more than 25 million phone orders and more than $2 billion in sales.

Before starting his firm, Mr. Marsh worked in advertising sales and owned Dill Co., a spray-starch manufacturer in Norristown.

A native of Ardmore, he graduated from Haverford High School and served in the Army Signal Corps in the Pacific. He participated in the invasion of Luzon in the Philippines and was awarded a Bronze Star.

In 1947, he married Marjorie Damron Marsh. The couple had met when he played the violin at a church hymn-sing at her house. He played beautifully, said their daughter, Laurie Shipley.

In 1978, the Marshes bought 50 acres in Chester County, where they built a home. Eventually their four children also built homes there. Mr. Marsh enjoyed riding horses, son John said, and bought ponies for several of his grandchildren. He loved being involved in their lives, his son said.

Mr. Marsh was an avid golfer and a member of the Waynesborough Country Club in Paoli and the Moselem Springs Golf Club in Fleetwood, Pa.

In addition to his wife, sons and daughter, Mr. Marsh is survived by another daughter, Karen Heft; 11 grandchildren; and nine great-grandchildren.

A memorial service will be held at 11 a.m. tomorrow at Paoli Presbyterian Church, 225 S. Valley Rd., where Mr. Marsh was an elder.

Memorial donations may be made to Operation Smile, 6435 Tidewater Dr., Norfolk, Va. 23509.