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Article: Making DRTV work for you ... and how the Web has entered the mix.(Alternate Media)(direct response television)
- Article from:
- Target Marketing
- Article date:
- September 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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Three years ago in Don Jackson's and my book, "2,239 Tested Secrets for Direct Marketing Success," I wrote the following about direct response television (DRTV):
SIX ADVANTAGES
1. No other medium can show a product in action like television.
2. No other medium can create action where no action exists. Example: clips of exciting sporting events when selling a static magazine like Sports Illustrated.
3. If you need orders in a hurry, run your offer on TV. You'll get 75 percent of your orders within 15 minutes.
4. DRTV spots go for huge discounts - as much as 30 percent to 80 percent under what general advertisers pay.
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