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.
