Direct Response production can be most closely associated with paid programming and infomercials. These types of marketing pose their own risks but, ultimately, are unique in the respect that they urge the consumer to ‘act now while supplies last!’ and try to get the sale by creating urgency. A DRTV agency uses the threat of limited supply, rising prices, and higher demand than supply to push the consumer into making a purchase. Drtv companies are best known for this because of their use of infomercial production companies to create compelling paid programming.
The best strategy for a DRTV agency is to partner up with a TV media buying agency because of their ability to occupy multiple time slots and broadcast multiple infomercials at the same time. This allows the DRTV agency to take advantage of the millions of television viewers who are watching at any given time. A DRTV agency has the advantage of being able to market to TV audiences, radio listeners, telemarketing cold calls, and various internet offers. This advantage also allows a DRTV agency to give the consumer a call to action and, hopefully, buy the product without taking the time to compare it against the competition. Helpful links.
