subject: The Primary Goals Of A Direct Response Television Advertising Agency [print this page] DRTV agencies have two basic types of content: short form and long form commercials. These commercials advertise the benefits of a product and entice the customer to make a purchase. DRTV companies generally buy up unused air time on television stations for this type of advertising.
Short form commercials produced by a direct response television advertising agency generally try to convince the viewer to follow up on what they've learned. For example, this type of DRTV ad may encourage the viewer to call a phone number or visit a website in order to learn more about the product.
Long form commercials produced by DRTV agencies are usually 28 to 29 minutes in length. They are targeted to entice the consumer to purchase a product. They spend nearly 30 minutes explaining the product's benefits and features, telling the consumer how to order, and explaining the purchase, refund, and shipping policies. These commercials require a larger investment by the direct response television advertising agency, but also attract more buying customers. The viewer is able to call while watching the commercial and can order the product immediately, instead of waiting to visit a website or calling to learn more about the product first.
DRTV marketing is a lucrative form of advertising that generally results in a high return on investment for the company purchasing the advertising spots. This type of advertising is an excellent way to explain the benefits and features of a product, and encourages consumers to take immediate action.
