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Article: Selling short: why short-form DRTV is on the upswing and how to make it work.(direct response television spot; one to three minutes)
- Article from:
- Target Marketing
- Article date:
- March 1, 1999
- Author:
CopyrightCOPYRIGHT 1999 North American Publishing Company. 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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A short-form direct response television spot is something of a mutt. Running one to three minutes, it's not long enough to be an infomercial, but with its distinctive call to action, it's far too practical to be simply an overgrown 30-second image advertising spot.
But, like many mutts of the canine persuasion, this one is often smarter and healthier than its purebred cousins. Short-form DRTV advertising is booming, and even stalwarts from image advertising and infomercials are joining the pack.
Explains Elissa Myers, president and CEO of the Electronic Retailing Association (ERA), "We're in an era when company stockholders have a great interest in the ...