Direct Marketing Broadcast Media

Direct Marketing Broadcast Media Radio –Tailor message to station format –More personal than TV / high involvement –Simple, intrusive, testimonials, celebrity Videocassettes –Sponsoring a video eliminates clutter –Fulfilment device for high ticket items that need demonstration (NordicTrak)

Direct Response Television Leave production and scheduling to experts Commercial length: seconds Reach & Frequency not as important as actual response rates, but still useful Avoid specific time/program buys--too costly. Use ROS (run of station) and specify daypart if product audience is highly segmentable. However, ROS is pre-emptible.

Direct Response Television Look for dayparts that have good viewer demographics, but contain programs that don’t demand attention (reruns, talk, etc) Seasonality: 1st & 3rd quarters (like print) Infomercials: very popular but no sure thing--expensive: $100-$500,000 to produce and $30-$40,000 to perform basic tests.

Direct Response Television Media Choices : Network Major networks can still reach most of US TV HH’s, but share continues to decline. Disadvantages: –Few, if any, 120 seconds spots available –Usually cost prohibitive –Telemarketing inbound blockage is likely to occur with simultaneous national coverage

Direct Response Television Media Choices : Spot TV Most common for direct response Advantages: –localized, maximize best performing markets –cost-efficient Disadvantage –more difficult to manage for a national campaign

Direct Response Television Media Choices : Network Cable TV Reaches 65% + of US Advantages –cost efficient –particularly effective if the network’s audience properly matches your target audience –back-end response outperforms broadcast TV Disadvantages: limited availability of two minute spots (sometimes even 1 minute)

Direct Response Television Media Choices : Local cable Market-by-market basis; very effective for products with narrow segments Disadvantages –no two minute slots available –rates (considering number of exposures) are not particularly cost efficient –many media markets require 4 to 5 operators for complete coverage

Direct Response Television Media Choices : Syndication Sponsors market the show (including commercials) to TV stations on a market- by-market basis Advantages: –unlikely to be preempted & reaches 80-90% US –little telemarketing blockage –allows product-to-program matching Disadvantage: only 60 seconds & expensive unless you buy “distressed” slots

Direct Response Television Creative Tips Show 800 # 25 seconds of every 60 Immediacy--call this number now! Clarity--clear offer, no room for doubt Lack of retail availability “Not available in stores.” Limited options--yes or no only Early close--ask for order early & often De-emphasize total price of installments Demonstrations work. Use all features.