Short Form DRTV (google adsense affiliate) - Direct Response Television

September 27th, 2009 admin Posted in marketing |

By Jamie Hanson

The name of short form DRTV really says it all and explains what this type of advertising is all about. DRTV, which stands for direct response television, simply means that it is a type of advertisement that provides viewers with a direct method of contact. The standard direct contact method is a telephone number or a website URL. There are other methods as well like a physical address or specialty store, but an 800 number is the most common. Short form DRTV is the perfect combination because it includes direct marketing right on television. As a result, thousands of consumers will see the infomercial when it airs. A great deal of research goes into determining when the target market will be watching television in order to best schedule the short form DRTV infomercial.

One of the best things about short form DRTV is that it has the potential to reach thousands of television viewers at one time and it does so at a reduced rate. The reduced rate comes into play because short form DRTV airtime is sold in remnants and since there are certain requirements the time is sold at a reduced rate. In some cases the time for infomercials is half price or even cheaper depending on how the price is negotiated.

This method of advertising reaches the masses, which is just what any company with a product with mass appeal would want from their advertising method. It may seem unbelievable but of the entire United States’ population approximately one third watches direct response television on a regular basis while many others do periodically. This is good news for advertisers who want to get the most leads for their product and make the most sales.

It’s interesting to learn more about short form DRTV because it is such a popular method of advertising. For example, the majority of Americans call short form DRTV “Infomercials” rather than “direct response television.” In fact, you could ask the majority of consumers what DRTV is and they would have no idea. Mention the word “Infomercial” and everyone would immediately recognize the advertising method.

Something else interesting about short form DRTV is that a great deal of time and effort goes into determining when the infomercial will be aired. For example, the product and the target market are taken into consideration to determine when the majority of the target market is watching television. That is when the infomercial will be aired in order to garner as many leads and close as many sales as possible.

Short form DRTV advertisers have relied on A. Eicoff & Co. for their DRTV needs since 1959.

Cost Effectiveness of Short Form DRTV

By Jamie Hanson

Is your newest product something that could truly be used by just about anyone? If so, then your product has mass appeal and you know that by advertising it on television you will create the demand necessary to sell hundreds of thousands of units, if not more, and make money. The difficulty, however, is in getting the product on television. Traditional commercials are short and very expensive. In most cases, this will be cost prohibitive for small companies with new products they are trying to market. There is a good option, however, that is more affordable and that can reach hundreds of thousands or even millions of viewers. This option is short form DRTV.

Short form DRTV, direct response television, is a television commercial that requires direct responses from customers to complete the sale. Basically, short form DRTV advertises a product and allows customers to complete their purchase from the comfort of their own home by either calling an 800 number or visiting the company website. Most Americans refer to short form television as an infomercial, but both terms apply to this type of advertisement.

Cost Effectiveness

The price of short form DRTV advertising is cost effective for products that have mass appeal. Regular commercial airtime is very expensive and not an option in most cases however short form DRTV airtime slots may be as little as half the price. That’s a big discount and a great opportunity for companies to advertise their products and services.

Quality

In most cases products that are not high quality do not make it to short form DRTV simply because they aren’t worth investing in and marketing. Viewers are aware of this and are more likely to purchase from an infomercial because they know the products will be worth their price.

Campaign

An excellent short form DRTV campaign is also important to ensure the infomercial is successful. Successful campaigns usually include the benefits of the product, demonstrations, testimonials, and most importantly regular calls to action for viewers who have been watching and those who tune in at different times.

Short form DRTV advertisers have relied on A. Eicoff & Co. for their DRTV needs since 1959.

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