Direct response television or DRTV is not a new form of television advertising; in fact, it has been around for a few decades. DRTV is basically a TV commercial but with an 800 number that consumers can contact directly while the commercial is airing. It is a television advertisement lasting more than the usual 30 or 60 seconds, with the aim of offering complete information about the product or service being advertised.
DRTVs are best suited for new products or services, the kind that have not yet entered the retail market, such as a battery-operated split-end trimmer, vacuum-sealed garment bags, blankets that absorb kitchen odors, flatulence, pillows in the shape of a boyfriend’s arm. , and swinging bars. These products are usually newly invented and patented, and most of the time funny. They are often first sold on television via DRTV which are usually 2 minutes or 20-30 minutes long depending on the preference of the producer of the product or service.
DRTVs are more complicated than regular television commercials and infomercials, the only requirements for which are the services of an advertising agency, a media planning agency, and a production team. On the other hand, successfully launching and managing a DRTV would require a robust type of machinery covering production, media buying, call center support, order processing, and freight management, to mention the basics.
Due to the difficulty of managing all DRTV production and management, many video and multimedia companies are expanding to provide all the services required for DRTV production and management. This makes the whole process easier for producers, since all tasks can be centralized in a single service, which in turn is more profitable for the producer.
While the actual process of DRTV production should be quite easy, since they are mostly low budget and focused more on delivering information than visual appeal, it’s the whole management and tracking system that’s tricky. . A team of people (a call center or a group of customer service agents) is required each time advertisements are broadcast for order processing.
The use of DRTV is still considered very effective for retail virgin products. DRTV production allows its consumers to react directly and quickly to the products being advertised, which in turn gives producers real-time insight into the profitability of their business.