What are Direct Response Television or DRTV spots?
The term DRTV spot refers to standard length direct response advertisements that are aired within or between regularly scheduled programs.
Like infomercials, DRTV spots are designed to solicit a specific direct response from the TV viewers. Unlike infomercials, however, they are not long form or program-length ads. Although standard length is usually one or two minutes, spots may also run anywhere from ten seconds to three minutes.
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Your product and the type of response you are trying to generate will dictate when DRTV spots may be more cost-effective than infomercials, and vice versa.
SOLICITING A RESPONSE: Infomercials and DRTV spots are both designed to solicit a specific response directly from TV viewers. What do you want the viewers to do? What do you want to get? These are the two fundamental questions your infomercial or DRTV spot must answer effectively.
Regardless of which form of advertising you use, certain rules always apply:
Be Explicit: Tell the viewers exactly what you want them to do. Some advertisers get so engrossed highlighting the fantastic features of their product, they bury their solicitation message and fail to stress what they want the TV viewers to do.
Be Direct: Solicit a response that is direct - and measurable. If your objective is to get the consumers to visit their nearest shopping center to look for your product, this is not direct response advertising/. Infomercials and DRTV spots require the viewer to respond directly to you (the advertiser).
Must Be Measurable: The response must be quantifiable. Even if you're running a simple opinion poll, the response must be something that can be measured in a way that defines the success or failure of either the advertisement itself or of the product being advertised.
LEADS OR SALES:
Infomercials and DRTV spots commonly solicit either a direct purchase or an inquiry about a product. Again, be explicit. don't give the viewer an option. If you do, your response mix will be inaccurate, confusing, and counterproductive.
LEAD GENERATION:
A lead generation infomercial or DRTV spot asks the viewers to call your toll-free 800 number or visit your website and to leave their name and address to receive additional sales information about your product or service.
SALES GENERATION:
A sales generation infomercial or DRTV spot prompts the viewer to call your toll-free 800 number to place an order for you product or service, paying by credit card or COD.
Direct response marketing Article by Jay Conrad Levinson
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