General Advertising Vs. DRTV

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Should My Ad Agency Produce My
Direct Response TV Spots?

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DRTV Campaign Management &
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Direct response television
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Should my ad agency produce my DRTV spots? What is the difference between general advertising and direct response?General ad agencies are becoming wise to the trend and potential for earnings in Direct Marketing. Many are building DR departments in an effort to expand their service lines and elements of a DRTV transactional sales process are becoming more commonplace in general advertising campaigns.

Do they really have what it takes to create a successful DRTV campaign?

"Producers who specialize in DRTV possess tacit knowledge of what works. When they have a record of successful campaigns, your odds for success increase exponentially."

At first glance, using your ad agency appears to be a good solution. They understand your product. They have first hand knowledge of your advertising and marketing efforts up to this point. They have an established relationship with your company and it may seem appropriate to offer them the opportunity to tackle this format, as well. Dig deeper into the matter and you’re likely to discover that not all is as it appears.

Most General agencies with Direct Marketing Divisions are only truly prepared to handle print and mailings. They will tell you DRTV is well within their scope of capabilities. They may have adopted certain elements of DRTV for use in their general ad campaigns. They are Advertising professionals, after all. How much different could the process be? This lack of insight is the reason than many campaigns have taken a nosedive early on, with media tests clearly indicating the public isn’t buying it, literally or figuratively.

With some figures showing that 8 out of 10 new products fail, it’s obvious that you need to put your trust in those that know how to avoid the pitfalls that so many before have overlooked. (more positive? Should it include “and incorporate essential elements of success”?)

Producers who specialize in DRTV possess tacit knowledge of what works. When they have a record of successful campaigns, your odds for success increase exponentially. After reviewing your marketing plan, they are able to offer a variety of treatments to choose from that they already know, from earlier campaigns, will have the phones ringing and product moving. continued below... _________________________________________________________
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The selection process is even more complicated than that. Amongst proven DRTV Producers, there are those that are right for you and those that are better utilized for an entirely different type of product. For example, if you have a Nutritional Supplement, choosing a producer that has successfully marketed only Financial Services may prove to be a bit of a stretch. It is your job to find the Producer that has proven their ability to speak to your specific demographic.

Cost of production is fixed and as you know, the only way to amortize that expense is to create sales. General agencies do a bang-up job of creating a nice feel in association with your product, but that isn’t your only goal. You need consumers to feel a sense of urgency and be compelled to act now.

After objective research, you may well choose your ad agency as your DRTV producer. Armed with an in-depth understanding of the key elements of DRTV, you will be able to make a fully informed decision on whether they have what it takes to deliver a winning campaign.


For more information on the superior benefits of DRTV in branding, and who is best equipped to manage your campaign, please call 512-301-5900 or email us at