Direct Response Television or DRTV was first introduced in the year 1984. A basic definition of this advertising method is a TV spot, seen in either short or long form, which asks the consumer to contact a company directly.
This phenomenon has become an intensely popular way for companies advertising consumer goods to create a call to action. It has led to such things as the Home Shopping Network and many Super Bowl ads.
One of the most common messages in Direct Response Television is a message informing the consumer about the benefits of a product. After the product has been shown and a pitch has been made, a call to action is introduced.
This call to action plays on emotional consumer behavior. An offer that is limited in time and price is shown. A consumer can only receive the offer by responding directly by phone (usually a 1-800 toll free number) or online. Many companies also offer special free additional items to the first group to respond.
While the sale of consumer products leads the popularity of spots sold for DRTV, lead generation activities come in as a close second. Many companies rely on this type of advertising to build their lead lists.
Several various types of companies use this method to collect names that can be contacted at a later date by sales staff. Some common types of companies that can be recognized are insurance companies, medical supply companies, cell phone companies, credit card companies and many more.
A large group of retailers that are seen as leaders in the industry have chosen to use Direct Response Television in their marketing plans in the last decade. Many of these large retailers use Super Bowl ad services to air their advertisements and call for a direct response. They have seen tremendous success and continue to advertise this way.
DRTV is an intelligent and creative way to break through the noise and create interest in a product or service while also creating a call to action. Many retail sales and lead generation activities rely on this advertising to continue to see successful campaigns.