Can DRTV get results and build brands?

Phil Cragg, TBWA Payne Stracey, looks at how Direct Response TV is being used and explains why brand-building can be an important role for it

Phil Cragg

Between 1986 and 1995, the proportion of TV ads carrying a phone number grew from under two per cent to 20 per cent. It is anticipated that this figure will be between 40 and 50 per cent by the year 2000. According to the Target Group Index, almost 45 per cent of the AB socio-economic group and a similar number of the 25-44 age group have used the phone to respond to ads in the last 12 months. The medium's phenomenal growth reflects the increasingly competitive nature of many markets and the need for many brands' advertising budgets to work a lot harder at actively generating measurable business. But how possible is it to create DRTV ads that work and build or support brands?