How to Avoid the Big DRTV Mistakes

Loren Grossman

Direct response TV (DRTV) advertising as a whole is enjoying some much deserved positive momentum. Marketers and advertisers are no longer being given carte blanche to create, on location, beautiful 30-second spots that are measured only by their ability to win awards in France.

Today's economic environment requires return on investment metrics that track from initial targeted prospect to converted sale, as in 'three dollars of profit for every campaign dollar I spend'. It makes sense that bigger portions of the advertising budget are being allocated to direct marketing communications results that can stand up in the boardroom. For many, the light bulb has finally been illuminated. But there is a problem. Advertisers are increasingly being pressured to do more with less.