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Direct response television is a category of television advertising that calls on the consumers of a product to directly respond to the company being advertised by visiting their website or calling. Direct response television is of two types depending on their length. When longer than two minutes it is known as the long form and the short form only runs for two minutes or less. Long form is now known as infomercial. Infomercial media can only be as long as 30 seconds or 28 minutes in length.

Direct response television agencies are responsible for the management of direct response television campaigns. In other cases they are managed by media agencies which have opted to specialize in direct response. Direct response television agencies buy available air-time from various media outlets like television broadcast stations or cable networks back in the nineties.

 

Direct response television has its origin credited to the United States of America but are now a common phenomenon in developing nations. The basis of Direct response television commercials was initially to instruct the consumer to directly contact the seller but this has evolved as the consumer can opt to buy the product at retail without ever having engaged with the producer.  Direct response television has its primary importance as a sales channel.

 

Products are usually advertised on television and the importance of the retailer in the chain of distribution was eliminates as this step was more often than not bypassed. Brand advertising has now invaded the modern market and the returns are very huge for both media outlets and advertising agencies. This is commonly used for companies such as mortgage companies, insurance firms, phone manufacturers, credit card companies and an endless list of others. Branding can also be done through direct response television through hybrid campaigns. Get in touch with infomercial companies to get started. 

 

Some retailers also use Direct response media to improve demand for their products. There are very many Direct response television advertising agencies that are specialized to produce long form or short form Direct response television advertising. Some of the most famous Direct response television advertising agencies are like 212 degrees Fahrenheit, canella response, eicoff and so many more.

 

There are also award programs that recognize splendid Direct response television advertising like Direct Marketing Association. Most of the advertisements that are played during super bowl have been Direct response television adverts which encourage consumers to respond directly to them through websites and 800 type of numbers.

 

Many Direct response television companies are giving more consideration to lead generation which are campaigns that collect leads and finalize sales later through email or phone calls.

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Go to http://www.ehow.com/list_7606275_characteristics-infomercials.html to know what the characteristics of infomercials are.