Getting Into DRTV

Document Sample
Getting Into DRTV Powered By Docstoc
					?Direct Response Television, or DRTV, is a well known form of television advertising
that solicits a direct response from the consumer. This direct response marketing
attracts customers by providing them with an 800 number to call and/or a company
website to visit. The two most common types of DRTV are long form and short form.

Long Form DRTV

Long form direct response television advertising is any direct marketing commercial
that is more than two minutes in length. In general, the long form DRTV commercials
are 28 minutes 30 seconds long. As a result, long form DRTV is most popular for
products that need enough time to create awareness among shoppers while
demonstrating the usefulness of the product. Another fact relating to long form DRTV
is that usually more expensive products are advertised in this length. There are other
fractions of time that may be used for long form DRTV commercials and they must be
longer than 2 minutes and shorter than 30 minutes. In general, long form DRTV
programming that is not 28 minutes 30 seconds long will be 5 minutes long, but this is
not a hard and fast rule.

Short Form DRTV

The second type of DRTV is referred to as short form DRTV. This type of infomercial
is two minutes or less. Any "infomercial" that is two minutes or shorter is considered
short form TV and may be called this by name. Products that are easy to demonstrate
and have lower price points are most often demonstrated through short form DRTV

DRTV Campaigns
Most inventors and/or companies with a new product seek the experience and
knowledge of direct response television marketing agencies. The reason is because
direct response television marketing agencies are usually highly experienced in a
particular niche and can help sell a product successfully. It's important to have a
successful DRTV campaign to begin with because there may not be enough funding
for a second shot. As a result, choosing a DRTV marketing agency should not be
taken lightly.

DRTV Advertising Rates

The cost of buying airtime for DRTV is actually more affordable than airtime for
traditional commercials. However, there is a catch, so to speak, when it comes to
qualifying for the special rates. The only catch is that the infomercial must provide
some form of "direct response" for the consumer whether it be an 800 number,
website, or address. Many times, DRTV marketers will include two or more of these
contact methods in their infomercials.
To learn more about direct response television advertising, media, and DRTV, visit
DRTV Agency A. Eicoff & Co.

While many in today's generation feel like DRTV, or infomercials, have been around
forever, they actually only became popular in the 1990s. It was during this time that
direct response TV (DRTV) really caught on as cost effective way to advertise to
consumers. The way DRTV advertising began and the way it is today is somewhat
different, however. For example, in the early days of DRTV advertising a product
would have been advertised through infomercials but the product would have been
available for purchase in retail stores, too. Today, most DRTV spots are focused on
having the customer contact the seller directly, which is what the name DRTV stands
for (direct response television).

DRTV Advertisers

In the early days of DRTV many advertisers were small businesses or investors with
little capital to get their product launched in any other way. However, the advertising
model was so successful that many big companies decided to take advantage of this
method of marketing their products. Of course, they were successful and as a result
continue using DRTV as a method of advertising. Some of these big companies that
advertise through DRTV include Sears, Toyota, Rubbermaid, Bissell, and many
The types of companies that have found DRTV to be a successful avenue for selling
their products and services include insurance companies, mortgage companies, credit
card companies, cell phone companies, and especially satellite companies like
DirecTV and Dish Network.

Reasons to Use DRTV

Many of the advertisers that choose to use DRTV for marketing purposes is for lead
generation purposes. Once the infomercial has done its part and generated leads then
they are closed through direct mail, phone operators, email, or even in a store.
Interestingly, some advertisers choose to use DRTV to improve their retail sales more
than to sell through direct response. The goal is to advertise specific products to
increase demand for them. Some companies that drive demand through DRTV spots
include The Sharper Image, Sears, Home Depot, and many others.

DRTV Success

Overall, DRTV is used because it works. Although the approach to DRTV and the
different methods used are continuing to evolve and change, the basic premise of
DRTV remains unchanged. The goal is to educate consumers, demonstrate products,
drive demand, and then close on the sale during the infomercial. Having consumers
pick up the phone or visit a website puts the consumer in charge of buying the product.
When demonstrated and marketed well through DRTV there should be many
products/services sold during the infomercial's initial airing.

Shared By: