DIRECT MARKETING MEDIA AND TOOLS 431Direct response television advertising
Direct response television (DRTV) uses TV as a medium to generate reactions. Quite often,
different direct response propositions are combined in one commercial or DRTV is inte-
grated in a multi-step strategy to generate extra sales. The power of DRTV as a sales tool is
proved by the success of teleshopping programmes or even teleshopping channels.
DRTV commercials are different from traditional TV advertising or direct response ads in a
number of ways. The first is the choice of a response method. Providing the possibility to react
by phone will create more response than a simple mail-answering method. The phone number
will have to stay long enough on-screen (11 seconds) to allow viewers to memorise the number.
Visual and auditory support and repeating the phone number will also increase response. Today
the ‘red button’ on the remote control is also used to encourage the viewer to take action:
participate in a contest, look for more information, receive coupons or samples. Studies in
Europe reveal that there are different factors influencing click behaviour (the red button) in
interactive ads. If the visual call to action is supported by an audio message, the click rate
is higher. Announcing the interactive spot previously seems to be more efficient. A clear,
simple, call to action is needed, and it is good to avoid call to actions that are only targeting
viewers looking for price reductions.^31The Belgian market for fast Internet access is becoming more and more saturated. A price war is not far away.
The growing potential Internet use by the over 50s was the starting point for the launch of the ‘Helping Hands’
campaign in 2007 for Telenet, a Belgian Internet provider. Young and old can learn from each other. This truth also
works for the Internet, but who is learning from whom may change. Where the grandfather used to teach his grandson
how to ride a bike, today the grandson teaches his grandfather how to use a computer and about the complex world
of the Internet. Telenet’s campaign was developed based on this insight. A DRTV spot was created with a clear call
to action, next to a direct mail action targeted at the 50+ age group. The campaign generated a clear increase in
Telenet results and had a high score on conversion and likeability by Telenet wholesalers.^32business insight
‘Helping Hands’ TelenetDirect response radio advertising
Similar to DRTV advertising, direct response radio advertising is an interactive form of radio
advertising, aimed at generating direct behavioural responses from the listening audience
using the phone, post or the Internet. Although direct response radio advertising can be used
both for mass and niche markets in a consumer or business-to-business environment, con-
tent analysis of broadcast commercials has shown that services like banking and insurance
and the tourism industry in particular use this kind of advertising. Compared with other
advertising media, radio suffers from characteristics such as external pacing, volatility and
lack of attention. However, it also has some advantages. It is relatively cheap in both renting
and production costs as the average costs of radio GRP tend to be five to ten times lower than
the average costs of TV GRP. Radio advertising is also a selective medium, allowing advertisers
to limit reach to certain geographic areas or demographic and lifestyle groups, as the specialised
music and news programming of radio stations usually attracts specific audiences. Radio is
also a very flexible medium to advertisers as commercials can be delivered shortly before the
first broadcast. The last advantage is its availability to a broad public in any place, at any time.
The growing penetration and use of mobile phones is facilitating response to advertising in
cars and other places where a fixed phone line is not available.M13_PELS3221_05_SE_C13.indd 431 6/5/13 2:56 PM