“How Direct Response TV Builds Brand Equity and Sells Products and Services” Published in Journal of Brand Strategy

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Groundbreaking peer-reviewed article details role of branding in direct response commercials.

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“Most DRTV has been the typical in-your-face carnival-style hawking for $19.95 products. As more and more well-known brands have recognized the value of DRTV, a new breed of short-forms and infomercials featuring high brand equity values have emerged."

A recent trend in Direct Response TV (DRTV) advertising is the increasing emphasis on brand values for major mainstream advertisers. This relatively new direction is presented in a scholarly piece with dozens of examples and links to video clips in the Spring, 2013 issue of the Journal of Brand Strategy from Henry Stewart Publishers.

The heavily illustrated article covers:

  •     Popular misconceptions about DRTV
  •     The two major production-related categories of DRTV
  •     Top-level ways DRTV builds brand equity
  •     DRTV as the consummate storyteller
  •     How brand values translate to DRTV
  •     Specific tactics to enhance brands in all aspects of the DRTV campaign
  •     The future of DRTV

The article features 30 illustrations, most with links to video clips and the full productions. Also covered is related topics website design, media, search engine marketing and tracking web orders from specific DRTV media placements. The article is available by email from Linda Chaney, SVP Business Development, acquirgy: lchaney(at)acquirgy(dot)com.

“Most DRTV has been the typical in-your-face carnival-style hawking for $19.95 products. As more and more well-known brands have recognized the value of DRTV, a new breed of short-forms and infomercials featuring high brand equity values have emerged,” said author Irv Brechner, EVP of Corporate Communications at acquirgy. “We know, without a doubt, that a heavy dose of branding in DRTV spots and long-forms actually enhances the selling capability of DRTV, both direct-to-consumer and at retail,” he added.

About The Journal of Brand Strategy

The Journal of Brand Strategy is published by Henry Stewart Publications (HSP), a leading international publisher of professional and academic journals. HSP has been publishing journals in business, finance, management, healthcare and life sciences for over 25 years. Many of the world's most respected corporations and consultancies together with scholars and librarians at world-leading universities and other academic and research institutions subscribe to HSP journals. Learn more at: http://www.henrystewartpublications.com/jbs

About Acquirgy

Acquirgy (http://www.acquirgy.com) is an Acquisition Marketing Agency developing and executing accountable marketing programs driven by immediate and measurable response metrics across all digital and traditional platforms. Proprietary tracking systems integrate all transactional media, logistic and response data from all platforms to optimize client profitability. Acquirgy’s CustomerAcquisition IntelCenter (http://www.acquirgy.com/intel) offers 100+ papers, briefs, ebooks and more on proven best-practices tactics and strategies.

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Irv Brechner
Acquirgy
732-321-1924
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