Direct Response Television (DRTV)

What is a TV Infomercial?

A TV Infomercial is defined as a TV program devoted exclusively to promoting goods and services.

Several calls-to-action are spaced throughout the show displaying:

• Price and/or installment payment terms
• Ordering information

usually couched in an air of urgency to stimulate immediate response.

In the article Twenty-Four Tips for Dynamic DRTV, Ian French of Northern Lights Direct Response Television provides excellent TV Informercial considerations including:

• The more you tell, the more you sell
• The product is King
• Show your product
• Demonstrate your product
• Reinforce key selling messages
• Include a powerful offer
• Value is in the mind of the viewer
• The script is everything
• Testimonials work

There is no single formula for success, but infomercials frequently rely on:

• Demonstrators
• Celebrity spokespersons
• Testimonials
• Entertainment value

to communicate product benefits.

DRTV Information:

	Infomercial Production
	Product Packaging
	DRTV Media Buying
	Call Center Support
	Order Processing
	Payment Processing
	Product Fulfillment
	Freight Management
	Customer Support
	DRTV Glossary
	DRTV Info

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