Should My Ad Agency Produce My
Direct Response TV Spots?

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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