Stage 2 Direct Response

Direct Response ads:

Direct response advertisements  are often seen as the most annoying forms of commercials.  However, despite this fact many companies choose to promote their product via this form of advertising communication, insurance companies, and impulse purchases are some of the biggest users of Direct Response, and if done well can produce highly effective results.  

Geoffrey De Weaver writes that "Direct response TV is under-valued and misunderstood in Australia...It gets results and can also build your brand"(B&-T Feb 22 2002)

One major advantage of the DRTV is tangible in that you can precisely measure how effective the ad is, as studies show that most people call within the first three minuets of the commercial being aired.

General Article: on Direct Advertising- BandT Febuary 2002, Geoffrey De Weaver

B+T Australia Febuary 22 2002

Journal Article:   

Profiling Heavy, Light and Nonusers

Woodside & Soni Journal of Advertising Research 1991

Woodside, A., & Soni, P. (1991). DIRECT-RESPONSE ADVERTISING INFORMATION: PROFILING HEAVY, LIGHT, AND NONUSERS. Journal of Advertising Research, 31(6), 26-36. Retrieved from Business Source Premier database.

Advertisement 1) ShamWow!

ShamWow! is an American product that has been on air in Australia since early 2010. The advertisement airs usually on Australian subscription Television during day time hours.  

Trade Press Article

Advertising Age, Trade Press Publication 

Neff, J. (2009). Amid cutbacks, ShamWow marches on. Advertising Age, 80(10), 1-14. Retrieved from Business Source Premier database.

As downturn worsens, DTRV 'bottom feeders' pick up slack for media

The 30-second spot may be an endangered species, even if its wake has proven largely premature and overbooked. And the 30-minute spot also has seen better days. But the 60- and 120-second spots have never been healthier, as direct sellers of everything from gadgets to personal-care products increasingly fill the breach left by an economy in retreat.

Direct response isn't totally recession-proof. Vendors of big-ticket items and continuity plans are taking a hit as consumers clutch their wallets tighter. But suffice it to say Billy Mays and Vince Offer of ShamWow are doing just fine, thank you.

DRTV advertisers are often seen as the bottom feeders of the media ecosystem. But just like in nature, they play an important role. While many traditional TV advertisers pull back significantly amid the sharp downturn, short-form direct-response advertisers have been quick to take their place. And some, in fact, would say the PedEgg, Snuggie and Loud 'N Clear could yet save an economy where consumers have largely lost their will to buy.

"Over the years, the number of successful infomercial products diminished because the airtime got expensive," said Gerald Bagg, president of Quigley-Simpson, Los Angeles, an independent direct-response shop that ranks as one of the largest, if not the largest, buyers of direct-response media. "Now that airtime is coming down, you're going to see more and more entrepreneurs re-emerging. … Recession creates inventiveness on the part of most people. … They've lost jobs, but they now have the opportunity to pursue the dream or the patent they never applied for or the product they thought up but never applied for because they had an adequately paying job."

Not even the credit crunch is likely to crush such dreams. Anthony Sullivan, the DR producer who's helped sell millions of Swivel Sweepers with his British-accented pitches, and who discovered the industry's now-legendary Mr. Mays, said it's possible for an entrepreneur to get a sample run of a product, produce a DRTV ad and buy time in a test market for around $50,000.

Conclusion of the advertisement

This advertisement is clearly targeted to a certain demographic. Whilst to many viewers the obnoxious hyperactive American presenter is an instant turnoff, it may be for many the energy they need to stimulate their day, (and make impulse purchases). The target audience for this commercial is clearly stay at home mothers or housewife's that have the uninspiring and non-stimulating task of during the house chores. This commercial makes that job seem easy and fun. This is a highly targeted commercial and whilst to many it is annoying and uninspiring, as Neff suggests it is nonetheless highly successful. 


Advertisement 2) Zurich Insurance

  


This advertisement plays like a normal 'Slice of Life' TVC, the only difference is it has the website and phone number constantly on the screen. I feel this is effective as it both has strong branding and enables the viewer enough time to record the number and place the telephone call, or conduct research on the internet. Zurich is a highly successful insurance agency in the United Kingdom and this advertisement reflects their strong position. 


This advertisement is arguably more effective than that of ShamWow! as the advertisement appeals to a far greater target audience and does not alienate any members of the public that would potentially be interested in insurance.