MYTH/FACT: Setting the DRTV record straight

Published on .

Myth: DRTV ads run only when the world's asleep.

fact: "[Some marketers] think they're going to run at 3 in the morning. But nothing could be further from the truth," said Ron Bliwas, president-CEO of A. Eicoff & Co, a unit of WPP Group's Ogilvy & Mather. "Less than 1/10 of 1% is bought after midnight."

Myth: DRTV is used to sell ab-crunchers and can openers.

fact: "It had a very bad name because of all the slicers and dicers, but the concepts behind direct response are what's going to save general advertising," said Robert Blagman, chairman-CEO of Blagman Media International. Its Blagman-Century Media, for example, launched a DRTV program for Hoover's Floormate prior to the traditional ad push from Interpublic Group of Cos.' Foote, Cone & Belding Worldwide.

Myth: "Have your credit card ready" is DRTV's mantra.

fact: DRTV generates four to five times as many retail sales than phone sales. "We are doing an awful lot more traffic-building or direct-to-retail than I've done in the 20 years I've been doing this," said Maria Eden, president of Direct Response Media.

Myth: Madison Avenue doesn't care about DRTV.

fact: In the last year, Starcom MediaVest launched Halogen, a direct-response media planning and buying unit for Bcom3 Group, and Interpublic formed direct-response media buying specialist ID Media by merging the direct media capabilities of DraftWorldwide, Initiative Media and True North.

Most Popular