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Article: The changing state of DRTV.(direct response television advertising)(Column)
- Article from:
- Response
- Article date:
- August 1, 2005
- Author:
CopyrightCOPYRIGHT 2005 Questex Media Group, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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While by no means past its peak potential, the direct response television industry has reached maturity. Looking at three areas bears this out: acceptance by consumers, acceptance by advertisers and changes in pricing.
Twenty years ago, an exchange may have gone as follows:
Cocktail party guest: "What business are you in?"
DRTV professional: "Advertising."
Cocktail party guest: "Really? What area?"
DRTV professional: "Direct response."
Cocktail party guest: "Oh. What, like, Veg-O-Matic or something?"
True, DRTV remains the medium of choice for "gadget" advertisers, but low-cost household items no longer dominate the category. Now, ...