Understanding Direct Response TV

Direct Response TV is a popular method of advertising on television and is frequently referred to as an "infomercial". The difference in direct response TV spots and regular advertising is the ability for the targeted consumers to immediately contact the company to buy the product through an 800 number or website that flashes on the screen. Direct response TV is all about a direct response, just as the name states. Consumers respond well to DRTV commercials because they can make the purchase from the comfort of their own home. There is no driving to the store, looking for the product, and then potentially buying a competitor's product. With direct response TV consumers are able to purchase the item they want after learning how it works and seeing for themselves how it will positively change their lives.

Types of Direct Response TV

There are two types of direct response TV, short form and long form. With short form the advertisements are between two and 30 minutes long, although most are in the five minute range. This is the perfect amount of airtime to advertise and demonstrate an affordable and simple product. Long form direct response TV spots are longer at 28 minutes 30 seconds in length. Products that work well with long form DRTV include those that require significant time for demonstration or items that are very expensive and need more time to show the product, provide testimonials, and the call to action. As a general rule, though, short form is for affordable items and long form is reserved for more expensive products. This is not a requirement, just a generalization.

Campaign Management

There are companies that specialize in direct response TV campaign management. These are agencies that know how to produce a successful infomercial as well as provide other necessary services. These include campaign production, strategy, and more.

Cost

Many times cable and broadcast stations sell remnant airtime at a discount and this airtime is perfect for a direct response TV spot, so it's important to have contacts to find the best airtime. Because of this the cost is cheaper for direct response TV. Of course, there are rules regarding DRTV that must be followed for the lower rates. One rule is that the consumer must be provided a phone number or website where they can contact the company advertising the product. In early infomercials the goal was to motivate individuals to buy the product during the commercial. However, today things have changed a bit and while it is still a goal to sell the product during the commercial marketers are also aiming to increase product awareness and sell related products, too.