|Television reaches the mass market and is by far the most powerful medium available to advertisers. DRTV uses this unrivaled power of television to create the "impulse to buy" and drive sales. Historically, DRTV has proven it can create overnight sensations and tremendous demand for products and services. Both short-form and long-form DRTV advertising provides companies with immediate information and metrics about the effectiveness of their marketing spend. This instantaneous feedback and focus on ROI is available only through direct response marketing. DRTV also has a multiplier effect on retail, Internet and other distribution channels.
Growth of DRTV - Of the total American adult population, 136.2 million viewers (63%) watch DRTV. DRTV is expected to increase by a healthy 5% annually through 2011. In addition, more than one in four American viewers report that
they have purchased a product advertised via a DRTV ad. DRTV is a growing advertising choice because it enhances a business’s ability to generate brand awareness, leads and measureable revenue.
Education – Consumers are faced with the challenge of buying the best products and services that are available to them at a price they can afford. With more and more choices, consumers more than ever need to become educated about the things they buy. DRTV educates the consumer and helps initiate a conversation with the consumer,
explaining in detail the many complex products and establishing and building the consumer’s trust. A direct response campaign can be the most cost-effective method of educating your target audience and creating a brand name.
Measurability – The ability to track real time results of an
advertising campaign is one of the many benefits of DRTV. DRTV can track precisely every media dollar spent and collect specific customer
marketing information immediately during a real-time transaction.