Multichannel Prospecting: Changing Channels

4. Can your brand/product benefit from demonstration? DRTV is the best place to demonstrate a product in use or show before-and-after product use examples. If your product is easy to visualize without being seen, however, radio could offer a distinct opportunity at a reasonable price. And don't discount the spillover benefit of mass media like TV, radio and print. These mass media have reinforcement benefits for web and retail sales beyond direct responses. While response rates for mass media tend to be much lower than targeted media like direct mail lists, so are their costs.