• We'll make your product or service a winner on the highest reach media > TV
  
• We have the media buying and creative experience to generate response - and save you 40-70% on media costs!
  
• We can show you how TV, one of the most trusted media can get results for you

Direct Response Television (DRTV) Advertising

Direct Response Television (DRTV) advertising combines reach, low costs and high response. You can reach your market nationally, or target your message to specific demographics or geographies. Over the past 20 years, DRTV has successfully sold billions of dollars of direct-to-consumer products (Ginsu Knives, ThighMaster). Today, DRTV is also being used to drive revenue for retail stores, hotels, online brands, financial services, business services, and more.

DRTV is effective for products, services and websites. If your product or service is best sold through demonstration, then DRTV will be one of the most effective mediums you can use to generate more leads and sales.

Your company can reach mass audiences at a very low cost per transaction, usually much lower than can be obtained through other retail marketing channels. Because DRTV provides immediate results, it shortens the timeline between investment in production and return on that investment.

Responsology provides turnkey DRTV services from concept to production to media buying. Our DRTV team has more than 15 years of experience in creating effective TV advertising and placing many millions of dollars of media.

DRTV Media

Buying DRTV media is a specialized type of media buying. DRTV media buying makes the most effective use of cable TV advertising and broadcast advertising in both the local spot market and national delivery audiences.  

So what does this mean for the local advertiser? From a purely buying outlook, a campaign is effective through reach, frequency, and cost effectiveness. 

Buying the broadcast stations in a local market gives an advertiser the ability to reach the entire market and at the same time at the lowest costs (Cost per Thousand/CPMs).

Buying cable in a local market provides the advertiser the opportunity to build frequency around targeted demographic segments in a specific geographic area of a market.

For the national advertiser, the conversely is true. National cable channels provide a much more efficient CPM with a much deeper penetration of total households (HHs).  While national broadcast encompasses the entire audience universe, the cost efficiencies are much higher.

For DRTV advertisers, buy local broadcast when targeting specific markets, and buy national cable for delivery of bigger reach objectives.

Online Video

Online Video is one of the fastest growing methods to drive interest and sales online…and for good reason. Online Video uses TV advertising’s effective techniques to shortcut the process of education-interest-action.

Expect to see an increase in conversion rates. One fine jewelry retailer recently stated that using video, they increased conversion-to-sale rates 11% and experienced fewer returned products.

Producing online videos are in expensive, however, quality is important. If the goal is to sell or increase interest, then what makes successful TV commercials (scripting, video editing, graphics, sound, voice over), will make successful online videos. A poorly produced online video can have a negative impact.

There are a few key opportunities with videos:

• Sell products and services
• Educate customers (can also = more sales)
• Increase search engine rankings
• Reinforce brand loyalty

TV COMMERCIAL & VIDEO GALLERY