Elements of an Effective DRTV Production

In today’s competitive market economy, getting consumers to purchase a certain product or service is not simply about demonstrating a product’s superiority, but is also about marketing a product in a way that captivates the audience. Effective advertising helps products stand out from the competition. As marketing methods become more diversified, the traditional DRTV commercial must also innovate itself in light of changing trends. Now, what exactly is DRTV?

First, DRTV or Direct Response Television is any television advertising that allows consumers to purchase a product or service directly from a company, eliminating the need for retailers. The product or service can usually be purchased by calling an 800 number or by visiting a website. There are two types of DRTV commercials - short form and long form. Short form is any DRTV commercial that lasts two minutes or less, while long form designates a DRTV commercial that lasts longer than two minutes.

Next, DRTV commercials continue to remain lucrative; according to Nielsen Media Research, expenditure on short form DRTV commercials is about $27 million annually. Products and services sell well through DRTV because of its power to demonstrate a product’s effectiveness. Furthermore, most DRTV commercials are aired on cable rather than network television, which makes air time less expensive.

To create a DRTV commercial that will push sales upwards, thereby generating profits for businesses, certain principles need to be followed. Firstly, a DRTV production needs to be compelling enough to engage the viewer yet coherent enough to carry a clear message that can be understood by the viewer.

Secondly, the DRTV commercial needs to hit its target audience at the right place at the right time at the right station. This strategy is known as quality media buy. A DRTV production about bridal wear would be wasted if broadcasted in-between football matches as the demographics in these slots are males uninterested in bridal gowns. Finding the right media buy is not as difficult as it sounds as most consumer calls can be traced back to its source. Plus, modern software can analyze data that will help business owners find the right target audience and most effective media buy for their DRTV commercials.

Moreover, DRTV production is profitable when Cost Per Sale (CPS) is achieved. Cost Per Sale can be maximized by lowering media costs and by improving sales deals offered in the DRTV commercial.