By: Julia Aidan
Submitted: 2009-07-27 09:46:13 | Word Count: 439
While many in today's generation feel like DRTV, or infomercials, have been around forever, they actually only became popular in the 1990s. It was during this time that direct response TV (DRTV) really caught on as cost effective way to advertise to consumers. The way DRTV advertising began and the way it is today is somewhat different, however. For example, in the early days of DRTV advertising a product would have been advertised through infomercials but the product would have been available for purchase in retail stores, too. Today, most DRTV commercials are focused on having the customer contact the seller directly, which is what the name DRTV stands for (direct response television).
DRTV Advertisers
In the early days of DRTV many advertisers were small businesses or investors with little capital to get their product launched in any other way. However, the advertising model was so successful that many big companies decided to take advantage of this method of marketing their products. Of course, they were successful and as a result continue using DRTV as a method of advertising. Some of these big companies that advertise through DRTV include Sears, Toyota, Rubbermaid, Bissell, and many others.
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The types of companies that have found DRTV to be a successful avenue for selling their products and services include insurance companies, mortgage companies, credit card companies, cell phone companies, and especially satellite companies like DirecTV and Dish Network.
Reasons to Use DRTV
Many of the advertisers that choose to use DRTV for marketing purposes is for lead generation purposes. Once the infomercial has done its part and generated leads then they are closed through direct mail, phone operators, email, or even in a store. Interestingly, some advertisers choose to use DRTV to improve their retail sales more than to sell through direct response. The goal is to advertise specific products to increase demand for them. Some companies that drive demand through DRTV spots include The Sharper Image, Sears, Home Depot, and many others.
DRTV Success
Overall, DRTV is used because it works. Although the approach to DRTV and the different methods used are continuing to evolve and change, the basic premise of DRTV remains unchanged. The goal is to educate consumers, demonstrate products, drive demand, and then close on the sale during the infomercial. Having consumers pick up the phone or visit a website puts the consumer in charge of buying the product. When demonstrated and marketed well through DRTV there should be many products/services sold during the infomercial's initial airing.
Author Resource:-
To learn more about direct response television advertising, media, and DRTV, visit DRTV Agency A. Eicoff & Co.
