DRTV

Spot-on Creative
March 1, 2006

Success in any medium requires a thorough understanding of which techniques make a campaign breathe and grow versus those that cause it to wither and die on the vine. Winning creative for direct response television (DRTV) spots—whether short-form or long-form—hinges on several dictums that have not changed, regardless of consumers’ growing practice of commercial-skipping. Of course, following the creative rules does not guarantee success. Tim Hawthorne, president and executive creative director of full-service DRTV agency Hawthorne Direct, in Fairfield, Iowa, points out: “Poor creative rarely can inhibit a great DRTV product from hitting a home run. Great creative rarely can prohibit a poor DRTV

More Bang for Your TV Buck
December 1, 2005

Trends that will define DRTV media buying in 2006 Direct response television (DRTV) advertising is anticipated to pull down about $150.1 billion in sales in 2005, according to “U.S. Direct Marketing Today: Economic Impact,” the Direct Marketing Association’s recently released study of the nation’s direct marketing landscape. Conducted with support from forecasting firm Global Insight, the study also predicts a compounded annual growth rate of 6.4 percent for DRTV ad expenditures between 2005 and 2009; in this same time period, compounded annual sales growth is projected at the same 6.4 percent rate. Compared to direct mail’s expected ad expenditure growth rate (5.3 percent), DRTV

TV Advertising Comes Out of the Dark
March 1, 2005

New technology allows for more targeted DRTV spots It seems ridiculous that a printed medium—direct mail—has been targeting consumers for decades, while television has been stuck with non-targeted advertising, airing the same ad to everyone. Thanks to a new concept called addressable TV advertising, it’s now possible for advertisers to deliver customized messages to TV viewers. Addressable TV advertising brings the direct mail practice of targeting to a TV audience. You now can deliver TV ads tailored to consumers based on geographic, demographic or behavioral components. This advance has been made possible by new technology that inserts different versions of the commercials at

It’s All About the Offer: But Wait, There’s More
November 1, 2004

Offers that drive response to DRTV spots The offer presentation in a direct response television (DRTV) spot is a careful orchestration: The marketer wants to build up perceived value for its product with value-added deals, while also convincing prospects that the price is nowhere near the actual value of what’s being offered. In fact, says Ron Perlstein, CEO and executive producer of Infoworx, a full-service direct response television agency in Boca Raton, Fla., often you want the premiums to look more valuable than the core product. Establishing a market price for each product and premium and then presenting your reduced deal is the basic way to