Question

Topic: Advertising/PR

Direct Response Television Campaign Pitfalls?

Posted by Anonymous on 10/20/2008 at 2:56 PM ET 250 Points
A client has been approached by Media Corp., a DRTV specialist, and was left feeling that they were the be-all-and-end-all. Before investing any money (and it is sizable for this client at this point) into a commercial they'll create, a test market media buy, etc. I need to know the realities. They offer an alternative for less money whereby they would purchase product at cost and retain all selling profits (an exclusive for one year). The client will then be given the commercial. Can you enlighten me on the good, the bad and the ugly?
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RESPONSES

  • Posted on 10/20/2008 at 7:38 PM Accepted
    I will tell you why it's a bad deal--in DR there is a thing called fatigue for products and ads. They're going to milk the product dry with this spot, give the ad to you after it is producing depressed results, and then want you to pay them for the additional media buys that you attempt to make work after they're done with it. There are number of good DRTV shops out there. I don't know what your product is--certain products, and price points work on DRTV, others not so much. The good news is that seem to the product is worth doing on TV, which means taking it on with another company might be a good idea.

    Good Luck.
  • Posted by Jay Hamilton-Roth on 10/21/2008 at 8:33 AM Accepted
    It looks suspicious. Here's a complaint from a very unhappy customer ("SCAMMED BY MEDIACORP MARKETING LLC"):
    https://fpena445.tripod.com/
  • Posted on 10/29/2008 at 7:15 PM Member
    Hi Mike: There is a company in LA that I am sure can help you. The company is run by a wonderful woman named Andrea McCollum. She has a lot of experience--ran the DRTV for Time Life several years ago and has initiated numerous campaigns for a variety of products. She's a partner at Grace C. Media in LA. I know, you're thinking LA--the last, most expensive place I want to deal with, but Andrea will give it to you straight.
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