|
|
Article: Brands flock to short-form: the short-form production market widens its lead on long-form DRTV as more traditional branders continue to test - and succeed - in direct response.(3 Short-Form Production)
- Article from:
- Response
- Article date:
- April 1, 2008
- Author:
CopyrightCOPYRIGHT 2008 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)
|
Boost Mobile never set out to use short-form DRTV in a traditional sense. Instead, the Irvine, Calif.-based division of Sprint Nextel Corporation wanted to create advertising that included a very clear call to action that would send consumers to its Web site or to their telephones to dial a toll-free number. "By default, that became short-form DRTV," says Caralene Robinson, director of brand marketing and entertainment for the company, which offers premium "pay-as-you-go" wireless phones and voice data services to 4.3 million customers, the majority of whom are under the age of 25.
Using short-form spots, Boost Mobile (Response, December 2007) focuses primarily ...