direct-response-television

Direct Response Television can be the most effective medium for your product or service. Although you cannot decide which exact day or time your direct response commercial will run, you can target your audience by buying cable networks that cater to your best prospects. With many cable networks available today it is possible to reach virtually any audience segment whether it is children, teens, hobby enthusiasts or even grand mums. In addition to cable, direct response buys can be made on national networks too.

Traditional advertisers measure the effectiveness of their advertising campaigns by comparing the audience rating points delivered against rating point objectives. DRTV is much more accountable. With DRTV, it doesnt matter how many people see your spot unless the phones ring with inquiries and orders. With DRTV, you can monitor your costs per order or lead on a daily basis and adjust your offer and creative media buys accordingly. Recommendations are based on our desire to achieve the highest production value possible.

Direct Response allows advertisers to purchase media at a significantly reduced rate as compared to traditional media and Direct Response Television can be exploited in many other ways as well. The Travel industry is slowly waking up to the various advantages DRTV offers and are taking advantage of them. These companies, in the Travel and Tourism category, are placing their website and email address on the DRTV commercial so that viewers can log on after they have seen the creative and check out the features of a resort or the packages that a travel company has available online.

Although DRTV has previously been used to generate orders, the new possibility of getting leads is being explored with success.

DRTV is a cost effective medium for branding and generating web traffic to travel and tourism sites. The call to action on the DRTV creative drives viewer to act right away and call or log on for more information or to place bookings.

Infomercials can be a great alternative to traditional print, radio or web advertising. Advertising is everywhere you look these days and it is near impossible to escape. That also makes it harder to find a target audience when every one is saturated with information. Real-time allows you to track and understand how your advertising is working. Here are some other examples of why DRTV is used:

1) Infomercials are often less expensive than traditional advertising.
2) It often promotes brand awareness that carries on beyond the airing of the infomercial
3) Contact information is repeated to give the consumer the ability to return if they don’t purchase immediately

Advertising today is becoming more and more costly and saturated. Whether it is TV, radio or internet, brand awareness is extremely important. Through mediums such as infomercial marketing, you can create a cost effective and efficient advertising campaign.

Direct response television comes in two forms, long and short. Short form DRTV is typically 30 to 120 seconds in length. Short form works excellently for products that are easily explained and simply demonstrated. Long form is typically 30 minutes in length and is perfect for products that need more time for demonstration and testimonials.

A DRTV agency will help you develop a story and concept to guide you through all the different stages of producing a successful campaign.

Direct Response Television started off as a medium for unusual, unique or plain outlandish products, ranging from perpetually sharp knives, to gym products, to multi-utility ladders. For a long time this trend continued. Slowly things changed for DRTV. New products started to launch that broke the mold. Mainstream products like pharmaceuticals, computers, and even insurance made their entry into DRTV with great success. More and more of such non-conventional products continue to enter the DRTV fray.

An excellent example is an emergency response system for senior citizens launched by LifeFone which signed Advanced Results Marketing recently to drive a national consumer direct response television campaign. Another unique feature of this DRTV campaign apart from the product itself is the fact that it targets more to the caregiver than the senior themselves, which is quite a challenge. The creative makes an emotional call to the children of senior citizens, paralleling the care a parent gives a child with the care a child wants to provide an aging parent. The 30-second spot then demonstrates how a LifeFone pendant automatically calls the LifeFone Emergency Response Center. From there, the subscriber’s designated doctor, hospital and EMT as well as family and friends are notified of the emergency.

Such unique and innovative campaigns keep the DRTV medium in a continuous state of dynamic and positive change, and keeps it abreast of all other advertising media.