Comparing DRTV Infomercial with Short Form TV Commercials
By: Julia Aidan
Submitted: 2010-01-27 11:34:01 | Word Count: 438
Everyone knows that advertising and marketing a product is expensive. In fact, many times the cost of marketing and advertising is a barrier to marketers who want to sell the next "it" product, yet don't have the funding to let the world know about it. Fortunately, DRTV infomercials give marketers a more affordable option to market products to large markets without busting their budgets. In general, DRTV infomercials are beneficial because they not only allows consumers to purchase the product immediately, it also is advertised at a reduced cost. This results in benefits for both sides.
Traditional commercials are great for advertising; however they are limited in their scope. This means they don't have any direct response information nor do they air long enough to provide any real in depth information on the product. This is the biggest drawback because only a small amount of information may be used in the commercial. Consumers may like the idea of a particular face cream or exercise machine, but without seeing what it actually does and hearing testimonial they won't have the feeling that they must have a particular product immediately.
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Through DRTV infomercials individuals are able to watch up to 30 minutes of programming to learn more about a product before buying it. Many times, within a few minutes into the programming they know they want the product and are already logging on to the website or calling the operator to place their order. This is why DRTV infomercials benefit the marketers. They are able to demonstrate the product, show before and after examples, and provide past customer testimonials. This is what creates that call to action and makes customers believe they must buy the product immediately. Also, informing the viewers that the product is not available in retail stores and that it must be purchased during the programming is another method that works to increase sales.
Another benefit is creating brand recognition. With traditional commercials individuals may remember that they liked a particular one for face cream. However, when they arrive at the store and are looking for the particular face cream they can't remember which one it was. So, they are left to search the store and find the cream they are looking for. All too often the product that was originally seen on TV is not the same one that is purchased. That is why DRTV infomercials work so well because it allows for branding and return customers.
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