subject: Reasons to Use Direct Response TV by:Robert Melkonyan [print this page] Direct response TV has many benefits simply because it puts the consumer in a position to buy the product they are interested in from the comfort of their own home. Direct response TV is different from other commercials because it gives the consumer contact information for immediate purchase of the product. Typical commercials don't have this benefit. Instead, they advertise a product and hope you remember what it is when you go to the store. The problem is that many people like a product they see but can't remember the brand or exact product when they arrive at the store. This means that if X toilet tissue has a great product and advertisement, but the consumer doesn't remember the brand when they go to buy the toilet tissue they could end up with Y brand or Z brand and not realize it. Competitors often benefit form traditional commercials despite this not being the intention.
On the other hand, with direct response TV there is no concern about the competition getting some of your business. Instead, with infomercials consumers are able to make the purchase immediately by dialing the 800 number provided in the commercial or logging on to the website. This works out well because the advertiser brings in the sales the advertisement generated and everything works out well.
Another reason this type of advertising works well is because once a consumer buys a product they will most likely remember the brand and specific product to buy again at a later date or to recommend to their family and friends. Additionally, once consumers buy one product through an infomercial and are pleased with it they are more likely to purchase other products in the future. Because of this companies are able to use direct response TV to establish their place in the market. Companies interested in advertising their product that could be used by all sorts of people should definitely take advantage of direct response TV.
Direct response TV is especially beneficial for small businesses because they can affordably market their products and services to large segments of people at the same time. Marketing products and services to your target audience rests significantly on choosing the right time slot. Otherwise, you could miss out on those who want your product/services. For example, small businesses can target kids on weekend mornings or women during weekday hours.
Of course, it is beneficial for companies to use direct response campaigns even if they eventually plan on selling in retail because it will make the public aware of their products/services.
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For more information on direct response TV, be sure to visit A. Eicoff & Company, the ad agency that started it all.
