Question

Topic: Advertising/PR

How Do I Track Responses From Tv Advertising?

Posted by Anonymous on 1/14/2009 at 10:04 AM ET 250 Points
Hi there
I have two questions
1) if I'm running a DRTV campaign, how do I keep track of the response rates and which stations are the best to advertise on.
2) How do I know if copy cat entrants are entering my market with similar/identical products for DRTV?
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RESPONSES

  • Posted by Paul Kemper on 1/14/2009 at 10:28 AM Accepted
    I can only suggest on tracking. Create a specific campaign web site (or if you cannot create a web site, use a specific campaign page on your web site). Use you web statistics to see who came directly to your campaign site/page.

    Make sure the link is easy to communicate and remember and use it in your DRTV ad.
  • Posted on 1/14/2009 at 10:48 AM Accepted
    Your media buyer or consultant should be able to answer your questions. Response rates can be tracked by tracking call to action whether by telephone inquiries, text messages, emails received after the DRTV campaign launch.

    DRTV uses tracking platform MAPP to more efficienty reach target market, track response, etc.

    Here's a link to DRTV/MAPP info:

    https://jeremiafroyland.com/marketing/designing-billboards-that-drive-resul...

    Marketing-Riot
  • Posted on 1/14/2009 at 10:51 AM Accepted
    Either a specific web site (as Paul suggested), or a specific phone number to call will work. Then log how many calls or clicks you get and how many turn into orders.
  • Posted on 1/14/2009 at 6:54 PM Author
    You guys are great - thanks. Any ideas on how to determine if there are copy cat entrants into the market drawing away from my sales? Thanks again - G.
  • Posted on 1/15/2009 at 8:52 AM Accepted
    Unique 800 numbers will help you to understand response by creative type, length, and station. A good DRTV buyer will have no problem doing this for you - you will just have to invest the time and $ into your tracking system. Since you are new to this, check out my article on DRTV basics at https://www.loudamplifiermarketing.com/drtv-savvy-take-the-drtv-quiz/ Good luck!
  • Posted by chough on 1/19/2009 at 4:28 AM Accepted
    In addition to the answers above, this is a question I'd direct at the guys selling you the advertising space on the channel… if they don't give you some very convincing answers, look elsewhere!
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