Direct Response commercials

Direct Response commercials are looking to get an immediate response from viewers, usually by enticing him/her to pick up their telephone or visit a website. DRTV short form commercials can be :30, :60 or :120 seconds in length. The creative begins by displaying a problem then provides the product/service being advertised and shows how it solves this problem. Various product/service benefits are also presented to motivate the viewer to respond, as well as a clear “act now” message and high level response information.

DRTV advertising can be highly cost-efficient. With an increasing number of satellite TV channels, advertisers can target their advertising to their specific audience with increasing accuracy. This data is tracked by different toll-free phone numbers that are inserted on a per network basis. This allows the advertiser’s media agency to accurately track where all responses are coming from and provides a basis for media optimization.

DRTV is inexpensive media in which a campaign can be operated on a moderate budget and is one of the most effective ways to drive website traffic. With more and more people having access to the internet, it makes perfect sense to put a website as well as a telephone number at the end of a DRTV commercial.

Travel industry needs to take advantage of DRTV

Direct Response Television offers inexpensive media compared to traditional advertising and can be exploited in many different ways. Companies within the travel and tourism category are slowly waking up to the advantages DRTV offers. As the internet grows and expands, there has been an influx of consumers going to the web to view destination properties and resorts before placing their reservations online. Due to this reason, it makes sense for companies to place a website address on the DRTV commercial and drive consumers to the web to check out the resort features.

Although DRTV has till now been used to generate orders, the new possibility of getting leads is being explored with success.

DRTV is a cost effective way in which a campaign can be operated on a moderate budget, and is one of the most effective ways to drive traffic to the resort website.

Now consumers can watch the Direct Response advertisements and then log on to the companies website to view amenities and place their reservation.

Does your product live up to your advert?

Great advertising is essential to the marketing of your product. An experienced DRTV agency will produce a first-rate campaign for you, however if your product does not live up to the claims made in the advertisement, it can actually work against your brand and company. For example, imagine if a DRTV spot has great demonstrations, a great call to action and constant assurances that the customer service is nothing less than perfect. This type of creative will motivate the viewer to call or log on to the number/web address displayed on the screen and place an order. When the order is placed a representative will collect the consumer’s information and send out the product to them. If for some reason the customer is not happy with the product or if the product is faulty, they will want to return it or get it exchanged.

Now, if even one of the above steps does not work smoothly, the campaign looses instant credibility. In other words, if your customer service and your after-sale support do not live up to the claims made in your advertising you’re setting yourself up for failure. It is very important to evaluate not only your product, but also your customer support system, shipping & logistics, as well as the complaints department. If any of these are not ideal, it might be a better idea to tone down your DRTV campaign as well.