The most common form of Direct Response TV is the infomercial. Infomercial producers are typically after one thing which is an immediate response. The concept is fairly simple. DRTV production companies are designed to capture the immediate audience, build the need, and make the sale. There are no retailers, middle men, or distributors. Infomercial producers often use phrases to call to action, such as ‘Call now, limited time only!’ to get traffic in the door and make the sale before they have time to compare the product to another. Direct Response production is unique in the aspect that it can be measured by responding to a single infomercial as opposed to traditional marketing, in which responses come from many different types of marketing campaigns.
An infomercial production company will often pair up with a Tv media buying agency to take advantage of multiple time slots with multiple different infomercials. Drtv companies, more than anything, are looking for the direct response. This is because infomercial producers are looking to create that ‘I want it now, I need it’ mentality in consumers. The old ideals used by infomercial producers are that they could pump out infomercial after infomercial without needing quality information. Today, infomercial producers know that there is a higher emphasis on quality over quantity and it will take a lot more to engage the consumer to make a purchase. To learn more, read this:
