DRTV and Radio: Think Outside the Book, Part II

A catalog can be an excellent tool for finding products that are worthy of DRTV treatment. After all, your customers tell you which products they’re most interested in. If one product is unique, has broad enough appeal and has a five times mark-up or better, a DRTV test may be worth considering.

Short-Form vs. Long-Form: The first thing to determine is how much time you’ll need to effectively sell your product. If it’s a fairly straightforward item, then short-form (typically a 60- or 120-second) spots will be most appropriate. Spots that are 120 seconds long often are more cost-effective from a media efficiency standpoint, but they are also harder to come by.