In Chapter 6 “But Wait, There’s More!” of his book, Hey, Whipple, Squeeze This: A Guide to Creating Great Advertising, Luke Sullivan delves into the world of DRTV (Direct Response Television) and looks at the characteristics of a good DRTV. He describes DRTV, which can either be short or long-form, as any ad that has a consumer response and is capable of specifically being tracked. He adds that short-form DRTVs when employed for goods that quickly sell themselves.
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He notes that short-form should have a clear and evident call to act, and a structure that permits interestingly imparting loads of information. A DRTV should also have a logical map of the major reasons for the importance of the products or services, passion, as well as the name of the product or service. He contends that before getting to the content of the long-form, a written CTA, which should have a distinctive TV offer and an incentive, must exist. Sullivan adds that the phone number should be brought in at the right time; and viewers should be motivated to give an immediate response and continue watching.
Sullivan, Luke. (ed.). Hey, Whipple, Squeeze This: A Guide to Creating Great Advertising. Hoboken, NJ: John Wiley & Sons, 2008. Print.