Benefits

A person watches a traditional commercial for a face cream and considers buying it. The next time they go shopping, they know they have to buy a face cream, but they might have forgotten the brand they saw in the advert. They end up buying a competitor's product. People remember the product they want but may not remember a specific brand.

The biggest advantage of DRTV is that prospective customers can purchase your product almost as soon as they see it. This is a big advantage in today's world where brand recall is a major issue and companies have to literally pour time and money to make their brand more visible. But once a customer buys your product, they are likely to remember the brand name. DRTV also generates a loyal following so that the probability of the same customer looking for other products offered by you is more. If you are a small business looking to establish your name in the market, DRTV is an excellent way to register your brand in your potential customer's mind. Compared to traditional advertising, this is very gainful, provided you are sure your product has mass appeal.

DRTV is an excellent medium for small businesses. Television has a large and varied audience and it is possible to reach out to your specific target audience by choosing the right time slot. For example, housewives will usually watch some TV after they have finished their morning chores and dropped the kids off to school. Weekend mornings are good for younger children.

DRTV is a mass-communication tool that is really cost effective as the price tag of time slots can be as much as 1/3 to 1/2 off the traditional advertising rate. With the long duration of your infomercial, you have plenty of time to explain to the viewer why your product is worth their consideration. A good host makes a big difference, as do good “how-to-use” or “before-and-after” demonstrations. Purchasers of DRTV products will likely look out for the same brand when they go retail shopping. Retail sales always improve dramatically after a direct response campaign. For every unit sold on TV, many more are sold in the stores. So if you plan to introduce your product in the retail market, DRTV will ensure a good brand awareness campaign.

You can assess the success of your product almost immediately with direct response commercials. Based on the response your product gets, you'll know if you need to improve on either your product offer, creative or network selection.