(Television brand) Short Form DRTV Details
No commentsBy Jamie Hanson
Short form DRTV (direct response television) has been around since the 1980s and it has really caught on as a great way for companies to generate leads for their products, increase demands, and close sales. However, despite the fact that short form DRTV appears to be very easy from a viewer’s standpoint because the commercials are about two minutes long they actually take a great deal of money, planning, and time to pull off successfully. The following are a few of the details about short form DRTV that you should keep in mind.
Length
There are two different lengths of direct response television. One is long form, which is on average 28 minutes long. The other is short form DRTV and it is on average about two minutes in length. While that seems like it might be easier it is actually very difficult to provide enough information, demonstration, and a call to action in such a short period of time. Marketers should keep in mind the length of time of their short form DRTV commercial.
Price of Product
The price of the product is also important because if it is a very expensive product more than likely it will need to be advertised through long form DRTV. However, products that are affordable and can be demonstrated quickly are best to advertise via short form DRTV because it is more cost effective.
Requirements
There are some requirements that must be followed for a product to be advertised via direct response television. Short form DRTV infomercials must include a method for consumers to respond directly to the company. Most of the time this is done with an 800 number; however websites and email addresses are becoming more popular methods.
Market and Niche
Before advertising a product via short form DRTV it is important to determine the market you are advertising to and the niche your product fits into. This is incredibly important because it will impact what day and time your infomercial airs as well as the company you get to manage your DRTV campaign.
All of these considerations are very important for any company considering short form DRTV as a method of advertising their products and/or services.
Short form DRTV advertisers have relied on A. Eicoff & Co. for their DRTV needs since 1959.
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What is Short Form DRTV?
By Jamie Hanson
Direct response television is divided by long form and short form. The long form of direct response television is usually 28 minutes long and usually is reserved for pricier items due to the increased price of advertisement. Short form DRTV, on the other hand, is just a few minutes long, usually around the five minute mark, and is affordable for a wide array of products that appeal to the masses. The great thing about short form DRTV, too, is that it’s short enough to catch potential consumers and show them what the product is all about while leaving enough time to close the sale. Consumers as a whole may not think infomercials, and alternative name for direct response television, are great for watching. However, when an amazing product with mass appeal is being demonstrated it’s almost impossible to change the channel.
For example, Ginsu knives were sold via infomercials in the 1980s. Consumers were amazed at these knives and their ability to cut a tomato perfectly after literally sawing through a steel pipe. As a result, people tuned in and couldn’t turn away because they were amazed and wanted to see more. That’s the exact type of short form DRTV advertisement marketers today try to create. The goal is to amaze viewers and make them feel like they really have to have the product and that it will improve their life. Accomplishing this in just a few minutes is a difficult task, but that’s where short form DRTV production teams come into play. It’s really important for marketers to find a production team that is experienced handling short form DRTV advertisements within specific industries. This can make or break a short form DRTV campaign so it is really important.
Any product that has mass appeal that is affordable may be marketed via short form DRTV. It’s not really recommended to advertise to specific niches via this advertising method simply because it is not as likely to pay off. By advertising to hundreds of thousands of viewers at one time products with mass appeal are most likely to sell and create demand for the product. That’s not the case for niche products.
Short form DRTV may be a simple way to advertise, however it is incredibly effective and that’s why so many big companies have begun advertising their products through direct response television as well.
Short form DRTV advertisers have relied on A. Eicoff & Co. for their DRTV needs since 1959.
Friday, October 30th, 2009 at 1:40 am and is filed under television. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.
