You have surely seen at least one of the thousands of infomercials promoting a new product of some sort. These infomercials are created in order to enlighten the public about a new, amazing product that is simply a “must have”. This is the world of Direct Response TV or DRTV. This term simply refers to the advertising that manufacturers use to solicit consumer response to their new products. Normally, there will be included within the program a short commercial giving an overall description of the product and a number to call, typically an 800 number, where you can order that product. This is one type of Direct Response Marketing and it has been shown to be very effective.
There are actually two types of DRTV. As with most anything, there is a long and a short version. The short version of direct response TV typically includes television ads that are no longer than two minutes. These include most of the regular length television commercials that you see.
The longer form of direct response TV are those advertisements that are longer than two minutes, typically done is thirty minute programs called infomercials. Typically, a company that is interested in promoting their product via an infomercial will purchase a spot on a specific television station. This spot is twenty-eight minutes and thirty seconds long. Products that need extra instruction or a more detailed demonstration are typically shown to the public via these infomercials. In many cases the products that you see on infomercials, or the long form of DRTV, are typically a bit more expensive than those that are shown on a two minute or less commercial.
If you have a product that you want to gain public awareness of, then either of these direct marketing campaigns will work. The form that you use will depend on a few things, including your budget and the specific product that you want to promote. There are many agencies that specialize in the television types of direct marketing that can help you to build your commercial or infomercial in such a way that you get a more positive response from the public. These agencies typically offer a package that includes the strategies you should use, the commercial production and creativity. You may also find that some of these agencies specialize in managing your direct marketing campaign as well.
Television stations, including cable and broadcast TV, typically sell any leftover airtime for the specific purpose of direct response TV. The rates may vary from station to station, but this type of marketing is typically much less expensive than many other forms of airtime. The only specification that must be met in order for your marketing to qualify as DRTV is you must provide a website and/or telephone number in order for your potential customers to contact you and order your product. Many call centers also sell time in which you can accept customer orders around the clock, making it much easier for many to order.