Is Now the Time to Test DRTV?
In general, you can expect to spend as little as $20K for a simple short-form spot, and up to $500K on a package that might include a 60-second spot, a 120-second spot, and an infomercial. You could also spend a lot less or a lot more. An experienced direct response agency can help to manage these expenses so they're appropriate to your budget.
Direct marketers who consider the benefits—measurability, accountability, and quick "read and react" results—should think about taking the leap into direct response television. You'll likely find that DRTV can produce a positive ROI in any economic environment.
Peter Marshall is president and CEO, and Mary Ram is vice president, director of account and media services, for The Direct Network (TDN), a full-service direct-response advertising agency in Hoboken, NJ, specializing in media buying as well as creative for broadcast, mail and print. Call (888) TDN-4-DRTV or e-mail the authors at firstname.lastname@example.org or email@example.com.