Drtv In A Nutshell

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DRTV is short for direct response television. DRTV advertisements can be as little as ten seconds to half an hour or longer. Advertising via DRTV is affordable if you have a product that is desired by the masses. The reason why is because you can effectively market your product to thousands of people, in some cases millions, without having to spend any more or less money. The method of advertising via DRTV is effective simply because there is enough time to adequately explain and demonstrate the product. This increases your bottom line by allowing you to sell more units. The most important aspect for many advertisers is that DRTV is more affordable than typical commercial time.

In some cases DRTV is a third more affordable than general advertising. Sometimes it can be even as affordable as half the price. This depends on the remnant of time that is being purchased as well as negotiating skills on the part of the marketer and television station.

Founding
Also according to Wikipedia, the industry was founded by Alvin Maurey Eicoff (June 8, 1921 - March 2, 2002), as he helped pioneer the use of "1-800" numbers on television, along with the phrase "or your money back".

Alvin was a proponent of short-form DRTV, which consisted of 120-second and 60-seconds commercials featuring a 1-800 number and a call to action. Alvin found his own advertising agency in 1959, A. Eicoff & Company, specializing in short-form DRTV. Due to his significant contributions and accomplishments in the direct response industry, he was elected to the Direct Marketing Association Hall of Fame and was elected as one of the 50 most influential people in television history by Advertising Age.

Evolution
DRTV has evolved to include not just phone numbers, but also unique web address coupled with analytics packages that lets advertisers view extremely granular statistics about their campaign. Unlike general advertising, DRTV is an accountable and measurable form of advertising.


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



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