DRTV industry – from disorganized to scientific

In the earlier days, very few entrepreneurs ventured into Direct Response Television advertising. It was considered a risky selling practice to those who were more comfortable with retail selling, catalogs and print ads. The costs involved in DRTV production, telemarketing and fulfillment were considered too prohibitive for venturing into and testing a relatively unknown medium. Because of this, the whole approach to DRTV campaigns was quite haphazard – from production to post sales customer service. There was no scientific method or technology available to keep track of the success trend or sales statistics.

Today, with the acceptance of DRTV as a powerful marketing medium intense competition has grown amongst a vast variety of business including many big players. Due to this reason, it has become imperative for businesses to plan out a complete DRTV campaign strategy. It is not only possible, but indeed necessary to hire a an experienced DRTV agency to oversee and execute a DRTV campaign. An increasingly difficult TV environment that has been inundated by the proliferation of niche channels, more ads, tougher FCC regulations and the prohibitive cost of media makes a well-seasoned, well-rounded agency a prerequisite.