Advertising Through Direct Response Television by:Robert Melkonyan

During the early 1990s direct response TV become more popular with advertisers because it provided results

. When this method of marketing/advertising first started many of the products were available for purchase through the phone as well as in retail stores. The method of direct response television is to appeal to the viewers and have them pick up the phone, or computer, and contact them. Direct response television caught on as a great way to bring in business and many big names began using this method to market their products and services. Some of the companies that have had success with direct response television include Bissell, P&G, Sears, Rubbermaid, Toyota, and DuPont. There are many others that have been successful, too, and quite a few people can recall popular infomercials like the ones advertising Ginsu knives or workout products.

The reason direct response TV is so popular with advertisers is that it works. Because of the success other companies have seen other industries have taken notice and started advertising their products and services. The credit, mortgage, and insurance industries have found success through direct response TV as a result in addition to satellite and cell phone companies. It's quite common to see advertisements from DirecTV and Dish Network and as always they have a flashing number to call and a website potential customers can visit.

Why Use Direct Response TV?

Some people wonder why so many companies choose direct response TV to market their products and services. The easy answer is that it works! By advertising this way marketers are able to generate more leads for their company. Once the company has solid leads then the operators can close the deal. In other cases, the deal may be closed through email, direct mail, or even in a retail store. Of course, direct response TV works to increase sales, too, by creating demand for the services or products being offered. Demand has been increased for various products and services successfully through direct response TV by popular companies such as Home Depot, The Sharper Image, and Sears.

Overall, the reason so many companies use the direct response TV approach is simply because it has a high success rate at creating demand and generating solid leads. The approach used to reach customers changes from time to time as new technology is created and as customers opinions change. However, this is to be expected in all forms of business. Not only is direct response TV airtime more affordable for companies, but it is just as effective if not more so than other types of commercials. These factors alone ensure that direct response television isn't going anywhere anytime soon!

About the author

For more information on direct response TV, be sure to visit A. Eicoff & Company, the ad agency that started it all.

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