DRTV - only direct selling?
In the past DRTV was conceived as a late-night presentation of somewhat strange gadgets and utility items. No longer. Fortune 500 companies now regularly advertise on DRTV. Big brands such as Black & Decker and Procter & Gamble have made their foray into DRTV busting the myth that DRTV is only for small time manufacturers working on a budget. DRTV has tremendous reach and is a very effective medium of advertising. Although the long form is experiencing a slight dip in slot purchase, the short form is increasing in popularity more than ever.
DRTV is an excellent medium for driving retail sales. According to an estimate, for every unit sold direct, up to a hundred units are sold in the retail shops. Unlike traditional advertising which is all about brand building, DRTV places more emphasis on demonstration and recall value. The length of the commercial (two minutes is still long compared to a 30 second traditional advert) makes sure the viewer is left with no doubt as to the name of the product or what it looks like. Even if they do not decide to buy it as soon as they see the commercial, they can be motivated to buy it when they see it on the shelf at the local store or supermarket. This is particularly true for houseware products.
In recent years, DRTV has also driven sales through another medium – the internet. Many DRTV spots carry not only an 800 number but also a website address. Victor Grillo, president of Advanced Results Marketing estimates that 25 percent of the sales of products advertised on DRTV spots are now conducted through websites.
DRTV is an excellent medium for driving retail sales. According to an estimate, for every unit sold direct, up to a hundred units are sold in the retail shops. Unlike traditional advertising which is all about brand building, DRTV places more emphasis on demonstration and recall value. The length of the commercial (two minutes is still long compared to a 30 second traditional advert) makes sure the viewer is left with no doubt as to the name of the product or what it looks like. Even if they do not decide to buy it as soon as they see the commercial, they can be motivated to buy it when they see it on the shelf at the local store or supermarket. This is particularly true for houseware products.
In recent years, DRTV has also driven sales through another medium – the internet. Many DRTV spots carry not only an 800 number but also a website address. Victor Grillo, president of Advanced Results Marketing estimates that 25 percent of the sales of products advertised on DRTV spots are now conducted through websites.
posted by direct-response-television at 1:33 AM
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