Drtv Details

By Author: Jamie Hanson
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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 DRTV 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 consumers 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 programming.

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.