Direct Response Television, or DRTV for short, includes any TV advertising that asks consumers to respond directly to the company — usually either by calling an 800 number or by visiting a web site. This is a form of Direct Response Marketing. There are two types of direct response television, short form and long form. Short form is any DRTV commercial that is two minutes or less in length. Long form direct response is any television commercial longer than two minutes. This was the accepted definition for an infomercial from 1984 until “infomercial” came into vogue in 1988. The most common time period available for purchase as “long form” infomercial media is 28 minutes, 30 seconds in length. Long form is used for products that need to educate the consumer and create awareness, and typically have a higher price point.
To qualify for the special media rates offered DRTV commercials, the advertising must ask the consumer to contact the advertiser directly by phone, by text message, or via the web. In the early days of DRTV, this was nearly always to purchase the product. Over time, a wide range of consumer actions have been used. Many consumers watch the advertising, but choose to purchase at retail without ever contacting the company. Typically for every unit sold on TV, a higher number will be sold in retail.

An infomercial can be produced in as little as four weeks for a basic talk show format program! However, you can spend six months, or more, crafting a high-end cosmetic show. Generally though, a good show can be produced in 12 to 18 weeks from the start of the writing process through to the final edit.

Unlike corporate commercials who are only striving for brand recognition and are always competing during high cost time slots, Direct Response is attempting to elicit a sale then and there. By creating a 2 minute spot you can really attempt to demonstrate your product, quickly and clearly explain the benefits of your product, and lastly compare your product the inferior products already available on the market.

Depending upon your price point and your product’s capabilities, usage and benefits

An infomercial can be produced in as little as four weeks for a basic talk show format program! However, you can spend six months, or more, crafting a high-end cosmetic show. Generally though, a good show can be produced in 12 to 18 weeks from the start of the writing process through to the final edit.

A great testimonial is one that is natural and does not feel staged or rehearsed. We believe that credible testimonials are a key element to many infomercial programs. Therefore we create and manage the testimonial pool in house. The selection of your testimonial subject(s) is essential to getting that perfect sound byte.

If it is DRTV spot, and features an 800# or web URL, Yes.

We work with several of the leading DRTV media companies in the country. Many of our clients look to us to handle multiple facets of their campaigns. Over the years we have built incredible relationships with vendors in every category. All our / your vendors are experienced, seasoned, and most importantly trustworthy.

As part of our initial service we will help you set up your campaign at no cost. Moving forward we charge a nominal fee for the ongoing campaign management. This includes everything from liaising with the fulfillment company, analyzing the media results, and helping to develop new revenue streams.

We do not fund infomercials or spots. We do though have relationships with companies that do. If you are looking for funding please feel free to call us and we can explore any funding opportunities with you.

One of our strongest partners develops and manufactures infomercial products for the worldwide market. They have developed and manufactured several products for On The Mark clients.