How direct response television (DRTV) builds brand equity and sells products and services

Irv Brechner

Journal of Brand Strategy, 2012, vol. 1, issue 4, 361-376

Abstract: Brands are constantly looking for fresh ways to generate new customers. While many have used television advertising for branding, many have not yet used direct response, even when it makes complete sense. An overwhelming majority of brands have not used DRTV because of the general perception that it is a carnival-style product-hawking medium. Yet many major brands that have used DRTV have been successful, and have found that, when executed correctly, DRTV advertising can build their brands and pay its own way.

Keywords: direct response television; DRTV; infomercial; customer acquisition; acquisition marketing (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2012
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