Direct Response TV (DRTV) and Infomercial Marketing

Direct Response Advertising Product Viability

Before you even begin to think about the power and glory of your first infomercial, you need to determine whether your product or service is right for long-form advertising or short form spots on television.

We estimate that less than one in 10 infomercials succeed, partly because the potential profits to be made in this market are so great and partly because it looks so easy to the uninitiated. Unfortunately, many of these marketers have products that are unsuitable for the format. Unsuccessful programs can also be due to a poorly produced program or an ill-executed media strategy.

Successful DRTV Traditional Product Categories

• Fitness
• Weight Loss
• Home Appliances
• Skin Care
• Business Opportunity
• Vitamins & Supplements
• Household Cleaners
• Music Compilations
• Auto Care & Accessories
• Sleep Aids & Mattresses
• Beauty
• Self Improvement
• Tools
• Pain Relief
• Hobbies, Crafts & Collectables

Successful DRTV Corporate Product Categories

• Pharmaceutical
• Communications: Telephone & TV
• Credit Cards
• Insurance
• Mortgages
• Legal Services
• Computer Hardware & Software
• Travel & Leisure Non-Profit Fundraisers
• Education
• Internet Destinations
• Magazine & Newspapers
• Automotive
• Packaged Goods

DRTV Product Evaluator

The product evaluator featured in this site’s DRTV resources sidebar guides you through evaluating the suitability of your product in the marketplace according to the key criteria for DRTV success. Give it a try and see how your product rates for DRTV.