Smart Blogs
Brand Advertising that "Pays for Itself"
Wednesday, October 24, 2007
Yes it’s a remarkable claim but increasingly this is just the way major brand managers are viewing direct response television advertising. With TV spot rates increasing at a faster rate than CPI, more and more traditional brand advertisers are discovering what smart entrepreneurs have known for ages, that advertising need not be a totally sunk cost...it can even be held accountable for its own revenue line
As one of the few Australian agencies specialising in Direct Response TV advertising, Smart Market recently attended the international ERA (Electronic Retailer Association) convention held in Las Vegas. Here literally thousands of DRTV practioners from agencies, producers, inventors and entrepreneurs come from all over the world to hear the latest views on this massive industry that spends over $23 Billion in the US alone on TV campaigns that deliver real accountable leads and sales.
One thing is for sure...DRTV has come a long way from it’s origins as the only way budding product entrepreneurs could sell new products without access to retail outlets and capital. So much so that one of the big predictions at the ERA was that within 5 years EVERY commercial message will have some form of DR mechanism...to call, click or go online for more information.
