Maximising the Effectiveness of Direct Response Television Advertising

Richard Fielding
AGB Television Information Systems, United Kingdom;
Hugh Johnson
Channel Four Television, United Kingdom


INTRODUCTION

Increasingly advertisers are putting telephone numbers onto their commercials in order to elicit a response from potential consumers. The response required can range from getting people to purchase products there and then, through donations to charities, to getting people to ask for more information. In the US it is estimated that around half of all commercials carry a telephone number; in the UK it was, in 1993, estimated to be around 20%. The reason for this growth in Direct Response Television Advertising (DRTV) is the increasing need for advertisers to build a closer relationship with their customers and the growing desire for accountability. It is in the interest of agencies, advertisers and the TV media to try to maximise response for each commercial.