The DRTV Centre Reveals Everything Advertisers Need To Know To Succeed With DRTV Advertising

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The DRTV Centre, London’s leading DRTV advertising agency, has published a White Paper "DRTV Advertising: Absolutely Everything You Need To Know" which lets advertisers into all the secrets of success with DRTV (direct response television), the fast-growing sector of TV advertising.

Attract Instant New Customers

DRTV can produce colossal numbers of enquiries at low unit cost.

The DRTV Centre explains that DRTV (direct response television) has shown huge growth internationally - because it can be highly effective. DRTV has the potential to produce great returns on investment, by attracting new customers instantly.

DRTV can sell product fast and it can produce colossal numbers of enquiries at low unit cost. Unlike brand advertising, it is immediately and accurately accountable; almost all variables are measurable, fast. So how does it work?

DRTV includes any TV advertising that asks viewers to respond directly by phone, SMS (text) or web site visit. Nowadays over 25% of UK TV commercials are direct response - that is, the advertiser aims to achieve immediate response from the viewer via a heavily-featured 0800 number, text response or online visit. Depending on the advertiser’s marketing objectives, the desired response could range from a brochure request or other enquiry to a firm order.

The DRTV Centre’s White Paper, “DRTV Advertising: Absolutely Everything You Need to Know” lives up to its title, providing an in-depth look at direct response TV advertising. It can be downloaded from the agency’s website and includes the following sections:

“Scriptwriting for DRTV” explains why creating powerful scripts for DRTV needs special skills, which may well not exist in a client’s existing advertising agency.

“Film & Video Production for DRTV” maintains that unique disciplines apply when making DRTV commercials. The view is expressed that few mainstream TV commercial directors have the right mindset.

“Booking TV Airtime for DRTV” demonstrates why the TV airtime schedule will look very different from a brand-awareness plan.

“Choosing a DRTV Call Centre” highlights why selecting the right call centre can be crucial to the success of a client’s DRTV activity.

“DRTV Response Analysis” explains that, because almost everything you do in DRTV is accurately measurable, it is the perfect medium for experimentation and continuous improvement.

The White Paper concludes with “Ten Rules for Successful DRTV”.

David Pearson, CEO of The DRTV Centre comments: “Ordinary advertising agencies simply don’t have the expertise and experience to create and produce effective direct response commercials. We do, because we have specialised in DRTV for over 14 years”.

Company details: The DRTV Centre was established in 1997. It is the first and only advertising agency in the UK to concentrate solely on DRTV. 2011 was a record year for The DRTV Centre, with new client wins including Buddies Pet Insurance, De Agostini (India), Live Butterfly Garden, Viking River Cruises, Vonage, the Westminster Collection Royal Wedding Coin and WinWales. The DRTV Centre provides everything clients need to mount successful DRTV campaigns: strategies, idea creation, scriptwriting, storyboards, research, casting, location search, film/video production, music, voice-overs, tape despatch, channel selection, TV airtime booking, call centre selection and response analysis.

For further information, visit or call David Pearson at The DRTV Centre on 0800 180 4250 or email david(at)drtvcentre(dot)com.

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