Is your newest product something that could truly be used by just about anyone? If so, then your product has mass appeal and you know that by advertising it on television you will create the demand necessary to sell hundreds of thousands of units, if not more, and make money. The difficulty, however, is in getting the product on television. Traditional commercials are short and very expensive. In most cases, this will be cost prohibitive for small companies with new products they are trying to market. There is a good option, however, that is more affordable and that can reach hundreds of thousands or even millions of viewers. This option is short form DRTV.
Short form DRTV, direct response television, is a television commercial that requires direct responses from customers to complete the sale. Basically, short form DRTV advertises a product and allows customers to complete their purchase from the comfort of their own home by either calling an 800 number or visiting the company website. Most Americans refer to short form television as an infomercial, but both terms apply to this type of advertisement.
Cost Effectiveness
The price of short form DRTV advertising is cost effective for products that have mass appeal. Regular commercial airtime is very expensive and not an option in most cases however short form DRTV airtime slots may be as little as half the price. That's a big discount and a great opportunity for companies to advertise their products and services.
Quality
In most cases products that are not high quality do not make it to short form DRTV simply because they aren't worth investing in and marketing. Viewers are aware of this and are more likely to purchase from an infomercial because they know the products will be worth their price.
Campaign
An excellent short form DRTV campaign is also important to ensure the infomercial is successful. Successful campaigns usually include the benefits of the product, demonstrations, testimonials, and most importantly regular calls to action for viewers who have been watching and those who tune in at different times.
Short form DRTV advertisers have relied on A. Eicoff & Co. for their
DRTV needs since 1959.
