What Is Direct Response Television?

Direct response television marketing refers to the direct response to business activities through the television medium. The purpose is to seek communication with members of the target market and introduce the main and secondary benefits of a product.

Direct response television marketing

Right!

Chinese name: Direct response television marketing
Form: Direct response to TV commercials, home shopping, etc.

aims: Drive consumers to buy
Elements of Decision: Media arrival rate, media reception rate, etc.

Direct response television marketing specifically includes direct response television advertisements or soft merchandising (infomercials), home shopping channels (Home Shopping Channels), and interactive television (Interactive TV).

The goal of direct response TV marketing is to drive consumers to buy, but most of the time it just provides information to guide consumers.

The advantage of direct response television marketing is that it is measurable and provincial, and the company can know how much sales response the money spent, but because the target customers are more difficult to focus, the cost is higher. The products that directly respond to TV sales are mostly self-service products, such as business opportunities, household hardware, crafts, cosmetics, bodybuilding equipment and medicines. Recently, Microsoft and Kodak have also started using direct response television to explain technical details.

Comparison between direct response television marketing and direct mail marketing

1. Common characteristics of both. In terms of communication purpose, direct response TV commercials provide certain products or inform certain information to target audiences through advertising programs; direct mail provides information or displays products through letters and brochures.

In terms of response tools, prospective customers can either use a direct mail response card, such as an order, or use the telephone number of a direct response TV business.

2. The main differences between the two. Direct mail correspondence is directed to a known individual customer, while the direct response TV is unknown to many prospective customers in terms of gender, age, education, and income, and the differences in customer viewing time and shopping habits are not even known. Direct response TV advertisers only know the approximate number of viewers of a certain program, and which business activity link or aspect is encouraging or hindering the responsiveness to the company's offer.

The key to making a direct response TV media plan is to determine the media goals. To determine the media goals, the following concepts must first be clarified: media arrival rate, media ratings, media ratings, media continuity, and gross rating. Companies can control these media variables to achieve the media goals of direct response marketing.

Direct response to TV marketing media arrival

Media arrival rate refers to the cumulative number of viewers that an ad can reach within a certain period of time. Compared with ratings, media arrival rate measures the total number of viewers a program can reach several times during a certain period of time. When calculating the total number of viewers, only the number of newly added viewers is counted each time the program is broadcast, and the number of viewers who watch repeatedly is counted only once. In direct response television business, reach is often expressed as the percentage of prospective customers the company is communicating with as a percentage of its target market. The non-repeatable calculation of reach is because it expresses what percentage of the target audience has watched the program at least once. In calculating this percentage, the number of viewers of a TV program is generally measured in a period of four weeks. No matter how many times each viewer sees the advertisement within four weeks, it is counted only once. If an advertising campaign consists of 5 programs, as long as the audience sees at least one of the 5 programs at a time, he can be counted as the audience reached within four weeks.

Direct response to TV marketing media viewing

The audience rating of a program refers to the proportion of the target audience reached by one broadcast of the program. For example, if a TV show reaches 30% of its viewers at one time, then the program s ratings are 30%.

Direct response to TV marketing video rate

The video rate refers to the average number of times a target audience has exposed a commercial advertisement during a four-week period. The difference between the video rate and the reach rate is that the reach rate is a measure of the degree of information diffusion and expresses the breadth of the information that the target audience can see; the video rate is a measure of the degree of repetition, which means that the audience is exposed The degree of a commercial advertisement or a group.

The calculation of the video frequency is usually based on the "media performance" data. This data for many media is available through the "audience tracking service". Sometimes, the media themselves can obtain this data through surveys. The formula for calculating the video reception rate is as follows:

Video rate = reach rate × ratings

The video rate is an average, not an absolute value. The degree of difference in the rate of video received by the audience can be represented by frequency statistical distribution. It can help direct marketers determine the pattern of repeated advertisements and improve the effectiveness of advertising.

Direct Response TV Marketing Media Continuous

Continuity refers to the timing of direct airing of ads in an advertising campaign. There are two main ways of scheduling: the staged or continuous broadcast of the media.

In the case of continuous broadcasting, the advertisement is broadcast on a certain media for a long time without interruption, running through the entire event; in the case of intermittent broadcasting, the advertisement is intermittent after a period of concentrated broadcast, and then concentrated Broadcast for a while, and so on until the event is over. The impulse broadcast schedule is also called "phased", this way can be used in the occasion below the cup. For example, companies that want to use purchase behaviors are called "stage style". This method can be used in the following occasions. For example, the company wants to use the peak time of purchase behaviors such as "Valentine's Day", "Spring Festival", "Mid-Autumn Festival" , Focus on the company's advertising budget at this stage and pursue a certain timing effect; or focus the advertising budget on a certain time of the year in order to obtain the maximum possible video rate in a short period of time. The intensity of the stage broadcast and the density between stages depends on the company's expectations for the business volume of the year o

Direct response to TV marketing gross review

Gross ratings are used to measure the total impact of a certain media effort in a target market. The media efforts may be to broadcast only one commercial advertisement on a certain media, or it may be to broadcast several commercial advertisements on multiple media combinations during the entire event.

The calculation method of the gross rating point is: gross rating point = arrival rate × video rate × 100

This metric can be used to measure the total impact of advertising in a media broadcast plan over a certain period of time. Arrival rate and video rate are a pair of indicators that occur simultaneously at different rates and are inversely proportional. This inverse proportional relationship means that when the gross rating point is constant, it may be difficult to guarantee a high video reception rate when trying to increase the arrival rate; and vice versa. When one indicator goes up, the other indicator goes down.

To a certain extent, the reach rate is often relatively easy to establish. By choosing different TV programs to broadcast business advertisements, it is possible to reach more target audiences. However, when a larger reach is achieved by selecting multiple types of programs, its effect on increasing the reach is diminishing, and the video receiving rate may continue to increase.