Adding DRTV to the Mix
* Display your phone number and Web site address on the screen long enough for prospects to write down or remember it; 20 seconds in a 60-second commercial is a minimum.
* Use a production firm with a track record of successful DRTV commercials in your product or service category.
* Hire media buyers that specialize in DRTV.
* Test new offers, creative approaches and media vehicles on an ongoing basis.
Norman M. Goldring is the founder and president of CPO Direct. CPO Direct is a direct response media agency located in Chicago, IL. For more information, Goldring can be reached at (312) 396-8750 or firstname.lastname@example.org.