TV or not TV?

Tom Rayfield

Direct response television is mostly incompetent at generating response. The rules for doing so are simple (eight are listed), but traditional agencies tend to ignore them.

TV or Not TV?

Tom Rayfield

 

Ring, ring. Hello, Mrs Rayfield, this is Brilliant Beds from Aberdeen. Have you seen our TV advertising? No, Im sorry, I havent. Well, our TV campaigns been a bit of a flop so were trying ringing people up instead. We have a chap in your area this week who can come and demonstrate one of our Brilliant Beds

There are lots of reasons for trying direct marketing. At least this advertisers call centre was refreshingly honest.

In the olden days, TV advertising was not usually meant to sell anything. Well,...

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