Myth Versus Reality
If you’re a brand manager who’s been tasked with overseeing your company’s new direct response television (DRTV) campaign, or, if your company is contemplating delving into TV, read on!
It’s no secret DRTV can be extremely effective in launching new, never before heard of products and revive or ramp up sales of an existing products. And there’s no shortage of DRTV advertisers who employ exaggerated product demonstrations and in your face sales tactics. The fact is these tactics can ring the cash register. But what about a well known brand? How does a company harness the powerful consumer and ROI aspects of DRTV without harming the established brand integrity of its product or service?
Let’s take a look at the most common concerns or misconceptions we’ve heard from brands over the years with regard to DRTV:
While all of these points are valid and should be discussed, each one can be addressed easily. With the correct execution these concerns can become rallying points versus reasons to not proceed forward. As with most misconceptions, they are not founded on well thought out premises but more on reactions to what you would never do in the first place, nor would you have to.
With any major project such as DRTV, it’s essential to be sure you are not falling prey to misconceptions. Rather, you need to evaluate the prospect of DRTV based on how your brand would employ it, not how others have done it.
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