direct
broadcast
presented by Lindsey Fair
television
radio
GPR
Gross Rating Points (GPR) = Nielsen audience ratings or Areas of
Dominant Influence (ADI) are used for general TV ad buyers, but not
good for DM because it basically just says how many people
potentially see your ad (reach and frequency based).
t.v.
ROI of a DRTV campaign is 1 : 6
Typical response rate = 2.1%High response rate = 8.14%Low
response rate = 0.2%*this is for DRTV, for commercial
Psychology of Target:
Entertainment or information
Key Points about TV DM:
Right time, right place is keyThe right placement (Show /
station matter)The right time of day, of week, even of month
Reaches virtually everyone and every locationNot as competitive
in DM realm as in other channelsSaturation #s very, very high =
wide potential reach
Difficult to separate market segmentsRelatively high
costRelatively low response rate =paying for non-qualified
leadsMeasurability difficultCostly to test withDifficult to adjust
throughout campaignDifficult for viewers to reference later if they
need clarification
http://youtu.be/VTmC7UQj7_M
DRTV
DRTV Direct Response Television
commercials
http://vimeo.com/25829330
Commercials
http://youtu.be/ql-N3F1FhW4
make this one better
choosing T.V.
Info availabilityChannel toleranceOffer immediacyNecissity of
viralityLevel of trackabilityEstimated CPR
DRTVTime preferenceAcceptedCan be immediateLowLow+High+
CommercialChannel, show, time preferenceAccepted, but
ignored?Can be immediateLowLow+High
radio
ROI of a direct radio campaign is 1 : 6
Typical response rate = 0.31%High response rate = 0.6%Low
response rate = 0.12%
http://www.radiocreative.com/audio/keurig.mp3
Psychology of Target:
Entertainment or information
Key Points about Radio DM:
On air personalities can add credibilityPick the station by the
segment not by the music you like
Better at segmentation than TV, but still don't need a listMore
loyalty existsRelatively low cost compared to TV, Direct MailLess
prep time needed than for Mail or TVCan test alternates for fairly
low cost and easeRepetition
Difficult for viewers to reference later if they need
clarificationLacks visual impact and demo opportunityNo response
deviceNeed to repeat contact info but have limited time
choosing radio
Info availabilityChannel toleranceOffer immediacyNecissity of
viralityLevel of trackabilityEstimated CPR
RadioStation, time preferenceAcceptedHard to be immediate,
depends on timingLow-Low+High
