Drtv-the Basics

By Author: Jamie Hanson
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Direct Response Television, which is conveniently shortened to DRTV, is a specific method of television advertising that involves presenting a product and requesting that customers respond via the product's website or 800 number. DRTV is direct response television and that is what makes it so unique. In fact, the reason direct response television is so beneficial is because it allows for customers to purchase the product right then and there. It appeals to the consumes "right now" attitude and delivers by taking their order online or over the phone and shipping out the product. Customers don't have to concern themselves with going out to the store to try and find the product they are interested in. Instead, they simply pick up their phones or open their computers and can make the purchase. There is no need to go hunting for a product when it is right there waiting for you to purchase from the comfort of your own home.

Types of DRTV
There are actually two types of DRTV advertisements. One is long form and the other is short form. The difference is nothing more than the length of time of the infomercial. For example, ...
... short form DRTV is on average five minutes long. However, short form spots may be as short as two minutes or all the way up to long form DRTV. Long form DRTV has a specific time length of 28 minutes 30 seconds. The type of DRTV that best suits a product depends completely on the product. Products that are simple and easy to demonstrate will benefit from short form DRTV. However, products that are higher end and require more demonstration time need long form DRTV spots. A general rule of thumb is that expensive items are sold through long form and affordable items through short form. That is not the way companies determine how to advertise their product, but in the grand scheme of things it is generally the way it works out.

DRTV Campaigns
DRTV campaigns are managed by agencies that are knowledgeable of DRTV advertising and the specific market segment being targeted. In most cases the agency will handle the campaign production, strategy, and creative direction.

Rates for DRTV
DRTV air time is given more affordable rates than other types of television advertisements. However, there are certain requirements that must be met to qualify for the more affordable rates. The number one requirement for DRTV is that the advertisement must include a way for customers to contact the seller. This could be by including an 800 number, a URL, or even a number for texting. DRTV is gaining in popularity every year as a great way to advertise to the masses.

To learn more about direct response television advertising, media, and DRTV, visit DRTV Agency A. Eicoff & Co.