Direct Response (DRTV) with Brand Marketing

By Rick Petry

With the world mired in the thick of the worst economic recession since the Great Depression, a number of products being marketed using direct response advertising are thriving above the fray. What are some of the common characteristics of these goods and their attendant campaigns that are bucking the tide? And what lessons can be uncovered that might help marketers and their supply chain attain similar success?

When basic security is threatened -- from job to housing to financial stability -- one natural course of action is to turn inward, to take stock. In that process, people come to terms with what they truly value. It has often been said that without one’s health, you have nothing, that all of the other things in life that may seem important are rendered meaningless. Therefore, it should come as no surprise that a review of the Infomercial Monitoring Service (IMS) report reveals that health and fitness products comprise over one-third of both the top 25 ranked infomercial and short-form campaigns currently running. - Direct Response: The Hope for Recessionary Woes?