About Drtv

DRTV stands for Direct Response Television. This simply means any type of advertising displayed on TV that requires the consumer to respond to the company directly. The methods of response may include visiting the company website or else calling an 800 number. DRTV is a type of direct response marketing.

Types of DRTV

DRTV has two types, long form and short form. The long form includes any of the television commercials with direct response marketing that last two minutes or more. Short form is any direct response television commercial that is less than two minutes long. Before the word "Infomercial" became popular, this is what these types of commercials were called. When purchasing a time slot for DRTV typically the long form spots are 28 minutes 30 seconds long. Generally, the long form of DRTV is recommended for products that must convey their usefulness while creating awareness. Also, these are for products that generally cost more money. For other fragments of time advertisers may choose lengths that are longer than two minutes and shorter than 30. The most common time length for these is 5 minutes.

Campaigns for Direct Response Television are most often managed by agencies knowledgeable and experienced in this type of marketing. Typically, they will be able to offer a wide variety of services including production, campaign, strategic, and creative. Sometimes media buying agencies that focus on DRTV will manage the campaigns. Regardless, media outlets, including cable and broadcast stations, sell remnant airtime that may be bought up and used for DRTV.

DRTV commercials are actually provided special advertising rates. However, to be able to qualify for them the consumer must be told that to contact the advertiser they must do so by the web, text message, or over the phone. When DRTV was first beginning this method was used to get the consumer to make a purchase. However, today that is not the case and although the product may be seen on TV a greater percentage of individuals will actually make the purchase at a retail store and never actually contact the company.

DRTV was a popular method for selling products because in the early days it completely skipped retail, which meant better deals for the consumer. However, many companies now use DRTV to reach their customers and potential customers and it is a more general way of advertising than in days past. There are many products that are only "sold on TV"; however these products may almost always be found in stores when their "TV" campaign is over.

About the Author:
For more information on DRTV, be sure to visit A. Eicoff & Company, the ad agency that started it all.

Article Originally Published On: http://www.articlesnatch.com

Tags: DRTV

, direct response TV

, DRTV marketing

, DRTV direct marketing

, DRTV Direct advertising

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