The Do & Don’ts for a Successful DRTV Advertising Campaign

by Kanika Khanna on Jul 26, 2016 12:00:00 AM DRTV

The_Do__Donts_for_Successful_DRTV_AD_Campaign-785722-edited.jpgWhen it comes to marketing any products on TV, it is hard to beat direct response television advertising (DRTV). This can be especially true depending upon on your budget. Traditional brand advertising consists of building up a specific brand identity over a long period of time by continually exposing key target audiences to an advertised brand. Of course this is a tried-and-true practice in advertising, but its methods usually require deeper pockets, as the advertising business has to seek out larger audiences and longer timeframes, which comes at a premium.

DRTV, on the other hand, utilizes reporting and analytics to determine whether an advertisement is performing well. DRTV buyers routinely select a handful of venues and test different advertisements with a range of audiences to see what is working best. Cost and benefit are carefully considered in this process, so you are definitely getting the best results for your money. Let’s go over the basics of a DRTV ad campaign so you can maximize the benefit from your efforts.

Do This!

Creativity is vital to a successful DRTV campaign. Let your team’s imagination run wild and watch as they produce a powerful advertisement that will have a dramatic effect on your audience. However, never forget the target audience you are looking to impact.

Additionally, it is always important to keep your objectives in mind during a DRTV campaign. DRTV shines when you pay careful attention to responses and constantly adjust your advertising to achieve the best results.

Testing your advertisement requires many different approaches. You can fine-tune the advertisement itself by tinkering with graphics, voiceovers, passage lengths, presentation styles, and other components. In terms of distribution, you can also alter the media channels in which you are buying slots, the timing of the ads, and ad positions in breaks. Finally, all of this should be measured against the efficacy of different response tools such as phone numbers and websites.

Remember, all of these components work together in incredibly complex ways, and tinkering with one component can have unexpected effects. Don’t be afraid to experiment!

Don’t Do This

Though you want to leave the imagination open for a good advertisement idea, there is no need to overwhelm yourself with a grand, expensive advertisement. You want to make sure you are starting lean so you can quickly and easily make changes that aren’t too costly.

DRTV is great for building a finely tuned advertising campaign, so don’t become discouraged if The_Do__Donts_for_Successful_DRTV_AD_Campaign_Image2-163001-edited.pngyour initial efforts are not met with enthusiasm. The important part is to learn what works and what doesn’t work, and continuously make adjustments until outcomes are improving markedly.

Remember that DRTV is heavily reliant on strong objectives and measurable responses. Don’t let your efforts stray off track. Vague objectives and indirect marketing campaigns aren’t going to yield positive results. You’ll also have a hard time isolating what is working.

Taking Care of Business

An effective DRTV campaign will deliver the best results with solid planning and logistics, though it definitely takes experience and expertise to get the most out of any ad. Always invest in a team of professionals at a reputable media buying company for results that are well worth it. Otherwise, expect a good amount of trial and error to get things just right. However, if you keep to your objectives, and pay careful attention to your feedback and adjustments, you can implement a campaign that provides a huge boost in exposure at a manageable cost. Now is the time to get started!

TV photo by by Graphics Mouse/

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Kanika Khanna has extensive experience working in the advertising and PR field, and she enjoys imparting her accumulated knowledge and experience to readers with her writings on mixed media marketing.

Kanika Khanna's blog
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