Direct Response TV Advertising

Although there are many different types of media you can usewhen it comes to direct response advertising, the most well-knownvenue is television–commercials with a toll-free number that youcan call immediately to buy the product. These can be normal60-second commercials or their longer counterparts, half-hour-longinfomercials.

Direct response television works well for inventors and otherentrepreneurs who can’t get retail shelf space or whose unknownproducts would languish on the shelves. But direct response TVadvertising isn’t right for everyone. Before you jump in, make sureyou can answer yes to these three vital questions about yourproduct:

1. Can its benefits be demonstrated? Think about thekinds of products you see in direct response spots–such as ahair-braiding tool, a unique children’s paint kit or a”revolutionary” car finish. They lend themselves to effectivevisual presentation.

2. Does it have mass appeal? When you select a time slotand channel–and therefore audience demographic–there should be ahigh probability that the majority of the audience can use yourproduct. Whether you’re buying time on cable systems or individualstations, you can save money by purchasing “broad rotators,” whichmeans your spots may run anytime during entire dayparts, not justwithin specific, higher-rated shows.

3. Is it unique or novel? It’s best if your product isnovel enough that there’s little competition for it on the retaillevel. In fact, once a product is widely available in retailstores, direct response TV spots stop working. Most entrepreneursadvertise on television to create impressions in the marketplacethat pave the way for future retail sales.

For successful direct response spots, follow these importantguidelines:

• Create 60-second spots. While 30-second spots are thenorm for most TV advertising, their primary function is leadgeneration. The 60-second spot is the preferred length for sellingproducts.
• Have a visible call to action. It’s advisable to haveyour toll-free number, and possibly your website, onscreen for aminimum of 40 seconds. Some advertisers display this informationthroughout their spots.
• Use the magic number, $19.95. This is the mostsuccessful price point for direct response TV ads. With only 60seconds, it can very difficult to create value in the audience’smind above an impulse–$19.95 to $29.95–price point. Forhigher-priced products, 30-minute infomercials or placement on TVshopping networks work best.