DRTV and radio
Planning direct response television
Direct response TV and radio advertising
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.
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.
Direct response television
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.
So now all you have to do is create and execute the advert - or call us.
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