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Home Marketing Direct marketing Direct response TV & Radio

DRTV and radio

In radio and television advertising viewers and listeners are now completely used to direct response television and radio adverts that contain telephone response, internet response and, in the case of digital TV, interactive response capabilities.

It's also a very cost effective way to get both response and brand messages across. A DRTV advertisement of reasonable quality can be made for under £15,000 and a media schedule of five million viewer impacts can be bought for less than £50,000.

When planning and executing an effective DRTV or radio campaign the questions of:

• commercial length

• day of week

• daypart

• beginning or centre or end of break

• channel or station

• response device audibility/visibility

• length of audibility/visibility

together with other media planning and creative factors all have to be born in mind.

Those other factors are:

• Testing: in direct response advertising always remember to test.

• Call to action: from testing, it has been proven over and over again, that a call to action yields the best results. Yes, production value can enhance response and you but sometimes it can also distract from the message. Don’t make it too perfect. It will bore your listeners.

• Unique offer: great direct response TV and radio ads make a unique offer. If you’re like the thousands of other companies offering the same old stuff, people won’t have a reason to buy. Be creative, but be clear.

• WIFM: make sure you give the listener an answer to the “what’s in it for me?” question. If you fail to answer that question you will fail.

For DRTV, research by Channel 4 has suggested that, in general:

• the telephone number must be on the screen for at least 10 seconds

• weekdays are more effcient than weekends

• daytime is more effcient than other dayparts

• a telephone number must be of about 10% of screen size

• a voice over of the telephone number vastly improves response

• the longer the commercial the better the response

• end breaks are better than centre breaks and being the last commercial in a break is better than first or centre

• a freefone number is better than local rate numbers

• a second ad within 2 hours of the first gets better response.

The best products to advertise via direct response TV have mass appeal because the bigger the target market the easier it is to make sales. Products that can be demonstrated with ease make consumers want to buy it because of how easy it is to use. The best products to sell through direct response TV are those that will improve quality of life whether through saving time, improving cleanliness, or health. These are products that have mass appeal and that work best for this type of advertising.

So now all you have to do is create and execute the advert - or call us.

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