Articles by Robert Melkonyan on ArticleSnatch.com

Products That Perform Well in an Infomercial

Thu, 28 May 2009 00:00:00 -0400

Many top performing products in infomercials share a common set attributes, even though they are in vastly different product categories. Some of the top performing products you might remember are: Malibu Pilates, Magic Bullet, Carlton Sheets Real Estate Course, Dean Martin Roast, and Magic Jack. This article will discuss some of the similarities that helped make these products winners. Appeal to Target Audience While these successful products have extremely different target audiences, the target audiences are fairly large. Is your potential customer base very large or is it very small? The size of your customer base will help you determine whether or not an infomercial is worth producing. In general, products that have mass appeal will be best for infomercials than products that have small niche markets. Too small of an audience will limit potential sales and those sales may not make up the production costs of the infomercial. Price These products also had a fairly low purchase price. While some high-priced products have been marketed via an infomercial, the most common price range is ten to fifty dollars. **End Summary** Topics: DRTV]]> direct response TV]]> DRTV marketing]]> DRTV direct marketing]]> DRTV Direct advertising]]>]]> About the Author: ]]> One of the largest media buying agencies for any infomercial and DRTV spot is A. Eicoff & Co. of Chicago

Getting Started with Infomercial Programming

Thu, 28 May 2009 00:00:00 -0400

Most any product will benefit from being advertised through an infomercial. Of course, infomercials are like other products and some will be more successful than others. That's just the way it goes with infomercials and as long as you have a product with mass appeal and an excellent infomercial agency managing the campaign then everything should turn out well. Of course, the product should be able to be demonstrated easily and clearly on television so the public can easily see what makes the product worth buying. Generally, products that do best on infomercials are those that have a real use that many would benefit from, but when packaged in a store doesn't look like anything worth buying. However, when the product is demonstrated on television consumers can see what makes the product so great and why they will want to buy it. An example is a pair of texturizing scissors. In the store they look like any other pair of scissors. However when demonstrated it is easy to see what makes them so special and that's the type of product that benefits the most from direct response marketing. **End Summary** Topics: DRTV]]> direct response TV]]> DRTV marketing]]> DRTV direct marketing]]> DRTV Direct advertising]]>]]> About the Author: ]]> One of the largest media buying agencies for any infomercial and DRTV spot is A. Eicoff & Co. of Chicago

Infomercial Facts

Thu, 28 May 2009 00:00:00 -0400

Infomercial programming is direct response television, which means that during the commercial information is provided for the consumer to make direct contact with the seller. This usually occurs with the posting of a 1-800 number and now more frequently a URL for the product's web address, too. The combination of advertising and direct marketing makes infomercials the perfect combination for reaching thousands of target customers at one time. A benefit that makes infomercials popular with marketers is that it is considerably more affordable than regular airtime simply because it is for infomercials. It has been estimated that approximately 1/3 of the US population watches infomercials so this is a large target market that can be reached quickly, easily, and affordably. The reach is far and the price is very affordable. Most everyone knows what direct response television is and they frequently refer to it as an infomercial. Another interesting fact about infomercial advertisements is that they are targeted towards people who can afford them. Generally, when someone is watching an infomercial they are in the target group for that particular product, which means they can most likely afford to buy it. **End Summary** Topics: DRTV]]> direct response TV]]> DRTV marketing]]> DRTV direct marketing]]> DRTV Direct advertising]]>]]> About the Author: ]]> One of the largest media buying agencies for any infomercial and DRTV spot is A. Eicoff & Co. of Chicago

Reasons to Use Infomercial Programming

Thu, 28 May 2009 00:00:00 -0400

Infomercial advertisements have many benefits and consumers really like them because they are able to buy the product they are interested in at the same time they are watching the commercial. It's much better than your average commercial because there is no thinking how much you need and want a specific product and trying to make a mental note to buy it when you go to the store. Instead, with infomercial advertisements and direct response television you are able to pick up the phone or open your computer and buy the item immediately. Also, since the product is usually not in retail stores yet, it is very likely more affordable and that allows the advertiser to save money. The problem with regular commercials is a product is shown for a very short period of time and it may look really good. However, the consumer generally only remembers the overall type of product. For example, if there is an advertisement for Maybelline Anti Wrinkle cream then when a consumer goes to the store they are likely to remember only that they wanted an anti wrinkle cream and may buy a competitor's product while at the store. **End Summary** Topics: DRTV]]> direct response TV]]> DRTV marketing]]> DRTV direct marketing]]> DRTV Direct advertising]]>]]> About the Author: ]]> One of the largest media buying agencies for any infomercial and DRTV spot is A. Eicoff & Co. of Chicago

Popularity of Infomercial Programming

Thu, 28 May 2009 00:00:00 -0400

Infomercial programming has been popular for quite some time and they actually began taking hold in the 1980s. By the 1990s infomercials were wildly popular and the format had changed somewhat. In fact, no longer were products sold through infomercial only available through direct response marketing. Instead, many of these products were actually available in retail stores, too, and the infomercial served as a method of educating the public on the product. The way infomercials are different from other commercials is that during the commercial there is a phone number, email address, URL, or some other point of contact that makes infomercials direct response marketing. Although infomercials began with small, unknown products today even large companies and brands are using infomercials. A few examples include DuPont, P&G, Sears, Rubbermaid, Cadillac, and others. Overall, infomercial programming works well for most companies that try to sell a product or service. For example, some of the industries that have found direct response television to work best for them include cell phone companies, insurance companies, mortgage companies, credit card companies, satellite companies, and others. Many of these companies use infomercial advertisements to actually generate leads. **End Summary** Topics: DRTV]]> direct response TV]]> DRTV marketing]]> DRTV direct marketing]]> DRTV Direct advertising]]>]]> About the Author: ]]> One of the largest media buying agencies for any infomercial and DRTV spot is A. Eicoff & Co. of Chicago

Infomercial Programming and Direct Response TV

Thu, 28 May 2009 00:00:00 -0400

Infomercials programming is a form of paid programming and direct response TV. In some cases, direct response television is shortened to DRTV. Infomercials are direct response television, which simply means that within the commercial there is a method of immediate contact. In most cases it is an 800 phone number or a website URL; however a physical address may also be used. There are two basic types of infomercial programming and this includes long form and short form. Long form infomercials are any paid programming that lasts more than two minutes. On the other hand, short form direct response TV or short form infomercials are less than two minutes in length. In the early days infomercials were frequently referred to as short form or long form, however the term "infomercial" really caught on and now that's what is used to describe this type of commercial. Long form infomercials are typically 28 minutes and 30 seconds in length. In cases where the product requires significant demonstration and explanation the long form is certainly recommended. Of course, long form infomercials are generally used for more expensive products, too, that can justify the added expensive of the long form infomercial. **End Summary** Topics: DRTV]]> direct response TV]]> DRTV marketing]]> DRTV direct marketing]]> DRTV Direct advertising]]>]]> About the Author: ]]> One of the largest media buying agencies for any infomercial and DRTV spot is A. Eicoff & Co. of Chicago

The Use of Infomercial Programming Worldwide

Thu, 28 May 2009 00:00:00 -0400

The United States began the phenomenon of infomercial programming and ultimately this led to infomercials being defined specifically in length as direct response television commercials. The specific lengths of these commercials vary from 30 seconds, 60 seconds, 120 seconds, 5 minutes, or 28.5 minutes. After infomercials were incredibly successful in the United States other countries have begun to use this medium to advertise their products and services. The actual term "infomercial" may have many meanings across counties. However, in general it simply means that it is a paid commercial, sometimes referred to as paid programming, and that it offers products or services directly to consumers via phone, mail, or the Internet. As far as the international infomercial industry is concerned there is not a set of rules or structures that are strictly followed. Each country has its own regulatory environment not to mention the traditions regarding commercial and television length and format vary significantly. An example is during the 1990s Canadian infomercials could only include photographs and no moving video. Today, this rule is no longer in place, but it goes to show how different countries have various rules and regulations that determine how infomercials hit the airwaves. **End Summary** Topics: DRTV]]> direct response TV]]> DRTV marketing]]> DRTV direct marketing]]> DRTV Direct advertising]]>]]> About the Author: ]]> One of the largest media buying agencies for any infomercial and DRTV spot is A. Eicoff & Co. of Chicago

Infomercial Benefits

Thu, 28 May 2009 00:00:00 -0400

There are many benefits to selling a product through an infomercial. It may seem incredible, but suppliers can frequently make more money selling their product via an infomercial than paying the cost to have it sold in a retail store. There are many benefits and a few of them will be detailed here. Far Reaching One of the biggest benefits of infomercial programming is that it can reach millions of people at one time. That is a lot of people that can be targeted at one time and swayed to purchase your product or service. Of course, infomercials should air in target markets at the time their target will most likely be watching television. Many studies are conducted before every infomercial campaign to find out who the target market is, when they will be watching TV and the best way to market services to them. When a product is shown on paid programming and reaches thousand to millions of people this can result in high profitability for the seller even if a very small percentage of people actually make a purchase. Immediate Sales Another benefit of infomercial programming is that there is immediate cash flow. **End Summary** Topics: DRTV]]> direct response TV]]> DRTV marketing]]> DRTV direct marketing]]> DRTV Direct advertising]]>]]> About the Author: ]]> One of the largest media buying agencies for any infomercial and DRTV spot is A. Eicoff & Co. of Chicago

Celebrities in Infomercials

Thu, 28 May 2009 00:00:00 -0400

Often times, celebrities are included in infomercials. They help add a level of familiarity to the viewer and can often heavily influence the decision to buy the product. Traditionally, the celebrities are chosen based on their: 1) trustworthiness, 2) expertise, 3) physical attractiveness, 4) respect, and 5) similarity to the target audience. For example, it's not uncommon to see an athlete endorse a weight-loss product. Celebrity Examples Barry Williams, the American actor made famous by his role as Greg Brady in the television series The Brady Bunch, was the celebrity behind "70s Music Explosion" by Time Life. A 70s American icon, Barry was perfect because so many people know him and knew his influence on 70s culture. In fact, he appeared on an episode of "That '70s Show" in 2006. Chuck Norris, famous for Walker, Texas Ranger and other acting, was the infomercial spokesperson and endorser of Total Gym in the last 1990s. Chuck, an avid fighter, was known for his physical conditioning and form. Chuck was an excellent choice for this product, as he fit (or exceeded) many expectations of the target market. **End Summary** Topics: DRTV]]> direct response TV]]> DRTV marketing]]> DRTV direct marketing]]> DRTV Direct advertising]]>]]> About the Author: ]]> One of the largest media buying agencies for any infomercial and DRTV spot is A. Eicoff & Co. of Chicago

Infomercial Advertising and Politics

Thu, 28 May 2009 00:00:00 -0400

Infomercial advertisements have been used by politicians for years. In fact, this strategy by American politicians has been used by not only presidential candidates but also by candidates running for state office and other offices. The goal is to have airtime where a candidate can detail his merits, his plans, as well as his goals for office. A notable candidate was Ross Perot who ran for president in the 1990s. He frequently bought paid programming time so that he could advertise his stance for president. Other candidates have followed in his footsteps including Barack Obama. Other political views can be presented through infomercial programming, too. For example, the National Rifle Association has purchased programming time to air programming to promote their views on gun control and similar issues all the while trying to convince the public to become part of the organization. Before Super Tuesday in the 2008 presidential candidate Hillary Clinton purchased an hour of primetime programming on the Hallmark Channel. She also purchased programming on the FSN Southwest Network in Texas. Barack Obama took advantage of infomercial programming, too, to really portray a presidential candidate interested in change so he could win the election. **End Summary** Topics: DRTV]]> direct response TV]]> DRTV marketing]]> DRTV direct marketing]]> DRTV Direct advertising]]>]]> About the Author: ]]> One of the largest media buying agencies for any infomercial and DRTV spot is A. Eicoff & Co. of Chicago

Most Commonly Used Infomercial Pitches

Thu, 28 May 2009 00:00:00 -0400

All infomercial advertisements are different because they have different formats and products. However, when it comes to pitches many of those are the same simply because they are so popular and have proven to be successful. The following are some of the most successful infomercial pitches ever used and they will certainly appear in future infomercials, too, so keep an ear out for them! "Pay by credit card and we'll discount the price by X amount!" "We are convinced you will love this product so much that we will throw in an additional X" "X million sold and supplies are limited so buy now!" "Retail value is X amount (high dollar value) but we are offering it not at X (slightly lower) or X (slightly lower, but at X (a considerably lower price than the original price." "This product is revolutionary!" "Are you sick and tired of (all the faults of other similar products)?" "Try risk free for X number of days." "If you aren't satisfied we will refund your money!" "Call within the next X amount of time and we will give you X" (double the product etc. **End Summary** Topics: DRTV]]> direct response TV]]> DRTV marketing]]> DRTV direct marketing]]> DRTV Direct advertising]]>]]> About the Author: ]]> One of the largest media buying agencies for any infomercial and DRTV spot is A. Eicoff & Co. of Chicago

About Infomercial Airtime

Thu, 28 May 2009 00:00:00 -0400

Infomercial programming airs at any time of the day or night, although this has not always been the case. In the past, infomercials were only very late at night or in the very early morning hours. Infomercial programming was simply taking up space so the television station stayed on air instead of signing off until the next day's programming. However, something happened and infomercials really began to become popular and actually perform well as far as sales were concerned. Over the years infomercial programming has changed when they are aired and now appear on many stations during peak hours. In fact, during the morning hours, mid-afternoon, and peak hours it is common to find infomercials. They may appear during the middle of the week as well as on weekends. An example of infomercial and airtime can be seen with CNBC. For example, during the five-day work week there is only one hour of infomercials scheduled during the week. However, on the weekends this number jumps to 28 hours of infomercial airtime! That's a pretty high percentage of infomercial airtime on the weekends. **End Summary** Topics: DRTV]]> direct response TV]]> DRTV marketing]]> DRTV direct marketing]]> DRTV Direct advertising]]>]]> About the Author: ]]> One of the largest media buying agencies for any infomercial and DRTV spot is A. Eicoff & Co. of Chicago

History of the Infomercial

Thu, 28 May 2009 00:00:00 -0400

When television was first getting started many shows were actually created by their sponsors in order to have a medium to promote their products and services. The entertainment value of the show was secondary and the goal of selling a product or service was primary. However, the FCC eventually got involved and placed limits on how much advertising could actually take place within a television show. As a result, sponsors creating programs to advertise their products were done away with. This was not quite an infomercial, but it was certainly the pre-cursor to this type of advertising. It is believed that the first North American infomercial occurred in the 1970s on XETV based out of San Diego. The program was a one-hour advertisement on Sundays on homes for sale in the local area. The FCC limits of 18 minutes of commercial time during a one-hour show did not apply because it was actually located in Mexico despite broadcasting its programs in English and to an American audience. **End Summary** Topics: DRTV]]> direct response TV]]> DRTV marketing]]> DRTV direct marketing]]> DRTV Direct advertising]]>]]> About the Author: ]]> One of the largest media buying agencies for any infomercial and DRTV spot is A. Eicoff & Co. of Chicago

Methods to Make a Successful Infomercial

Thu, 28 May 2009 00:00:00 -0400

In order to go to the expense and effort to create an infomercial you will want to ensure you pull out all the stops and make it as successful as possible. There are many methods that have been proven over the years to work well. Paying attention to what worked well with other infomercials is a good way to get started and to ensure that your infomercial will also be successful. Catchphrases that are flashy are used by many infomercial producers who believe in a traditional method. This includes repeating the same basic idea over and over in the infomercial as well as hiring celebrities or scientist type guests to host the infomercial to lend it an air of credibility. Another method used in infomercials that is quite effective is offering limited time offers. Additionally, infomercials should let consumers know the product is "not sold in stores" to further put the pressure on to purchase the item right away. Companies Using Infomercial Advertising In the beginning, infomercials were only used by small companies trying to sell their products and become mainstream. **End Summary** Topics: DRTV]]> direct response TV]]> DRTV marketing]]> DRTV direct marketing]]> DRTV Direct advertising]]>]]> About the Author: ]]> One of the largest media buying agencies for any infomercial and DRTV spot is A. Eicoff & Co. of Chicago

Popular Infomercial Products

Thu, 28 May 2009 00:00:00 -0400

The infomercial has really created a name for itself over the years and despite the fact that some people consider infomercials a waste of television airspace they actually are quite effective at selling products and services. In fact, there are many infomercials that garnered so much attention and so many viewers that many years later individuals still remember the infomercial. This goes to show that the format was on target because it demanded attention and created an awareness and interest in the product. The following are some of the infomercial products that pretty much every American will be able to recall and talk about, yet they used different tactics to capture attention and generate sales. Magic Bullet A personal blender, the Magic Bullet has been immensely successful with infomercial marketing. Being able to see the blender in action made the difference from having it just being one more kitchen appliance to the kitchen appliance. Carlton Sheets Real Estate Course A real-estate training course, the Carlton Sheets' infomercial deviated from the traditional "show it off" infomercial most were used to. Instead, these infomercials put stories (testimonials, actually) of people who bought the program and it worked for them. **End Summary** Topics: DRTV]]> direct response TV]]> DRTV marketing]]> DRTV direct marketing]]> DRTV Direct advertising]]>]]> About the Author: ]]> One of the largest media buying agencies for any infomercial and DRTV spot is A. Eicoff & Co. of Chicago

The Infomercial "Call to Action"

Thu, 28 May 2009 00:00:00 -0400

When watching an infomercial you are likely to hear multiple calls to action. The reason why is because infomercials are a form of direct response television and their goal is to get a response from the consumer while the infomercial is on the air. The calls to action are designed to motivate viewers to pick up the phone and make their purchase or visit the website to purchase the item. There are many different calls to action that are used, and some are quite creative, however the following are some of the more popular ones. "Not Sold in Stores" The phrase "not sold in stores" is frequently used when selling an item through an infomercial because you want customers to be aware that their only chance of buying the item is by picking up the phone. If they wait then they will lose their opportunity because the item is not being sold in retail stores. This is a very useful phrase because consumers who want the item right away will be motivated to pick up the phone. Of course, most items eventually are sold in stores and many consumers know this. **End Summary** Topics: DRTV]]> direct response TV]]> DRTV marketing]]> DRTV direct marketing]]> DRTV Direct advertising]]>]]> About the Author: ]]> One of the largest media buying agencies for any infomercial and DRTV spot is A. Eicoff & Co. of Chicago

The Infomercial Format

Thu, 28 May 2009 00:00:00 -0400

The main goal of an infomercial is to sell you a product or service by demonstrating and portraying it in a positive light that makes you feel like you can't live without it! The actual word "Infomercial" is a combination of the word "information" and "commercial". The content presented in an infomercial is geared to show that product/service in a positive light and inspire viewers to make a purchase. Most of the time infomercials provide an 800 number to call during the programming to make the purchase or else their website so a viewer can buy the item they want while watching the programming. Many infomercials are formatted in a way to represent typical television programming. The goal is to keep viewers interested and watching the infomercial. Some of the infomercials may mimic talk shows so viewers don't feel like they are watching a half hour advertisement, but rather watching a show about a product or service. It's all about perception and what format will keep viewers tuned in. Interestingly enough, there are even a few infomercials that have a story line and these are often referred to as "storymercials. **End Summary** Topics: DRTV]]> direct response TV]]> DRTV marketing]]> DRTV direct marketing]]> DRTV Direct advertising]]>]]> About the Author: ]]> One of the largest media buying agencies for any infomercial and DRTV spot is A. Eicoff & Co. of Chicago

What is an Infomercial?

Thu, 28 May 2009 00:00:00 -0400

An infomercial is a television commercial in long-format. Long-format simply means the commercial is at usually five minutes in length, although it can be longer. There are many names for an infomercial and they are commonly referred to as paid programming. The beginning of the infomercial began when stations needed to fill airtime during off peak hours. As a result, infomercials were shown generally in the middle of the night and very early in the morning. The hours ranged from 2 am until 6 am. Instead of "signing off" television stations wanted to have something on the air at all times and an infomercial really fit the bill. Today, however, infomercials are aired during the morning, afternoon, and early evening rather than in the middle of the night. That's because this advertising medium has become extremely popular and is very profitable. In fact, the popularity of the infomercial has spawned similar types of programming on television stations worldwide. Sometimes people get confused with infomercials and direct response television advertisements. **End Summary** Topics: DRTV]]> direct response TV]]> DRTV marketing]]> DRTV direct marketing]]> DRTV Direct advertising]]>]]> About the Author: ]]> One of the largest media buying agencies for any infomercial and DRTV spot is A. Eicoff & Co. of Chicago

Direct Response TV Success

Wed, 29 Apr 2009 00:00:00 -0400

Every single day some new product is invented. Unfortunately, many of these amazing and revolutionary products can't get to the market because of the cost. Many inventors are great at developing new products, but have little idea how to go about marketing and distributing products. Luckily, there are many ways to develop a product and get it to the market so it can be sold. One of the best options for marketing a new product is through direct response TV. This method of advertising is more affordable than many comparable types of advertisements especially when the amount of people that see the commercial is taken into mind. A single direct response TV commercial, commonly referred to as an infomercial, may be seen by millions of people. That's a lot of potential customers and even if a small percentage buy the product. Of course, just because a product is a great product does not mean it is right for a direct response TV campaign. There are several important considerations that must first be weighed before deciding on this marketing medium. One of the first things that must be considered is the budget. **End Summary** Topics: DRTV]]> direct response TV]]> DRTV marketing]]> DRTV direct marketing]]> DRTV Direct advertising]]>]]> About the Author: ]]> For more information on direct response TV , be sure to visit A. Eicoff & Company, the ad agency that started it all.

Regular Commercials and Direct Response TV Commercials

Wed, 29 Apr 2009 00:00:00 -0400

Many people are unaware of what direct response TV is although they can easily spot it when they see a commercial. That's because most people call direct response TV commercials "infomercials" and know they are the commercials that have a telephone number where the product can be immediately purchased. All too often a new product is created that can truly improve people's lives. However, the cost of taking the item to the market is huge and many small companies and marketers are unable to bear the cost. Luckily, direct response TV exists and it allows the newest products to be advertised on television at a discounted rate and the commercial will reach hundreds of thousands if not millions of potential consumers. Since the product is advertised at a lower cost it is sold at a lowered cost and more people are likely to buy it. This is beneficial for bother buyers and marketers. Traditional commercials exist to enforce products by a particular brand. They are usually very short ads that may focus on a particular product or service, but do not have any direct contact information that would make it a direct response campaign ad. **End Summary** Topics: DRTV]]> direct response TV]]> DRTV marketing]]> DRTV direct marketing]]> DRTV Direct advertising]]>]]> About the Author: ]]> For more information on direct response TV , be sure to visit A. Eicoff & Company, the ad agency that started it all.

How to Use Direct Response TV Ads

Wed, 29 Apr 2009 00:00:00 -0400

Does your company have a new product they want to advertise? If so, direct response TV should be considered because it is a wide-ranging and affordable method of advertising. Most people are aware of direct response TV ads by the name of "infomercials." The first thing advertisers must do is determine whether or not direct response TV will benefit their product, increase their customer base, and be worth the expense. All products can be sold through this method of advertising, however sometimes the cost is too much for products that appeal to the masses. Very few niche products are sold through direct response TV simply because not enough people will buy the product to counter the expenses of the advertisement. A few specialty niches like golf may, but as a general rule that is not the case. Some products are more successfully advertised through direct response TV while others aren't. That is the nature of advertising and the best way to find out whether your product will be a good fit for DRTV is to do a little research. The best products to advertise via direct response TV include those that appeal to the masses. **End Summary** Topics: DRTV]]> direct response TV]]> DRTV marketing]]> DRTV direct marketing]]> DRTV Direct advertising]]>]]> About the Author: ]]> For more information on direct response TV , be sure to visit A. Eicoff & Company, the ad agency that started it all.

About Direct Response TV

Wed, 29 Apr 2009 00:00:00 -0400

Most Americans who watch TV know exactly what an infomercial is, although they probably don't know it is officially a direct response TV campaign. One direct response campaign can reach tens of millions of consumers in a single airing, which is amazing and a great way to advertise especially since this type of airtime is more affordable than traditional airtime. Millions of Americans regularly watch infomercials and of those a good percentage will make a purchase. Because of this, many companies choose to advertise their products through direct response TV. In fact, many Fortune 500 companies take advantage of this method of advertising because it is more affordable and so wide reaching that they can really bring in new customers. In the early days of infomercials and direct response TV the buyers were mostly women. However, that has changed significantly and now both men and women commonly purchase items through direct response TV. The amount of men shoppers has not equaled the number of women shoppers as of yet, but that number is growing and only spells positive things for direct response TV marketers. Most consumers buy products through direct response TV ads because they are affordable and well demonstrated. **End Summary** Topics: DRTV]]> direct response TV]]> DRTV marketing]]> DRTV direct marketing]]> DRTV Direct advertising]]>]]> About the Author: ]]> For more information on direct response TV , be sure to visit A. Eicoff & Company, the ad agency that started it all.

DRTV Advantages

Wed, 29 Apr 2009 00:00:00 -0400

Direct response TV has been a popular method for advertising products for more than 20 years and the reason it is still being used today is because it is effective. Of course, not all products are going to be successfully marketed through this medium, but those with mass appeal almost always are. As long as the product is high quality and has mass appeal it should perform well in a direct response TV campaign. Direct response TV is beneficial for both buyers and sellers, which is why it continues to be a popular marketing technique. Immediate Purchase One benefit of direct response TV is that consumers can buy the product immediately. After seeing the contact information on the screen the consumer can pick up the phone or log on to the web address and make the purchase. This is instantly gratifying and ensures the exact product the consumer is interested in will be received. Benefit to Advertiser The advertiser benefits from the consumer making immediate purchases, too, because this results in immediate cash flow. That's important for a company selling products that needs cash flow to keep the company running. **End Summary** Topics: DRTV]]> direct response TV]]> DRTV marketing]]> DRTV direct marketing]]> DRTV Direct advertising]]>]]> About the Author: ]]> For more information on direct response TV , be sure to visit A. Eicoff & Company, the ad agency that started it all.

Understanding Direct Response TV

Wed, 29 Apr 2009 00:00:00 -0400

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. **End Summary** Topics: DRTV]]> direct response TV]]> DRTV marketing]]> DRTV direct marketing]]> DRTV Direct advertising]]>]]> About the Author: ]]> For more information on direct response TV , be sure to visit A. Eicoff & Company, the ad agency that started it all.

Direct Response TV-The Affordability Factor

Wed, 29 Apr 2009 00:00:00 -0400

In most cases, advertising is the most expensive part of selling a product. Companies are always looking for ways to cut back expenditures and stay on budget and a great way to do that is to use direct response TV. This type of advertising is not cheap, but it is certainly more affordable than other types of television commercials. When you have a product that appeals to the masses and that you know will sell well then it is worth the time and money to develop a direct response TV spot to put your product in front of viewers. The great thing about direct response TV is its success is immediately measureable. Since consumers buy the product while it is being aired the success can be measured instantaneously. Companies looking to advertise on television should be aware that direct response TV ads are sometimes half the price of regular advertising airtime. This makes it the most affordable option for companies trying to get their product on the market. Of course, the target market should be identified first because not all products will be suited to this type of advertisement. **End Summary** Topics: DRTV]]> direct response TV]]> DRTV marketing]]> DRTV direct marketing]]> DRTV Direct advertising]]>]]> About the Author: ]]> For more information on direct response TV , be sure to visit A. Eicoff & Company, the ad agency that started it all.