Short-Form DRTV

Direct response television, or DRTV, employs a fairly consistent set of proven sales techniques. Tim Hawthorne elaborates on these in great detail in his groundbreaking book, The Complete Guide To Infomercial Marketing. What you'll see below are illustrations of companies that have moved direct response tactics online -- some more successfully than others. You'll also see examples of TV creatives and remarks by industry insiders.

Short-Form is the industry term for shorter DRTV executions. Commonly known as spots, short-form DRTV creatives typically run 30, 60, or 120 seconds to accommodate the ad blocks that TV stations sell. As direct response video moves online, a given clip's duration need not be exact. But conventional wisdom tells us that online sales videos should be quick and on message.

DRTV Heaven: As Seen On Response TV

DRTV Heaven: As Seen On Response TV

Submitted by swilcox@hawthor... on Tue, 2008-03-25 05:09.

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Relaunched ShopNBC Site Features Live Video

Relaunched ShopNBC Site Features Live Video

Submitted by swilcox@hawthor... on Mon, 2007-11-26 16:13.

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One For Fun: Spoofing The K-Tel Approach

One For Fun: Spoofing The K-Tel Approach

Submitted by swilcox@hawthor... on Mon, 2007-11-19 15:25.

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BluBlockers Consumer Content Is Old School DRTV

BluBlockers Consumer Content Is Old School DRTV

Submitted by swilcox@hawthor... on Fri, 2007-09-14 13:23.

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Craft Lite Cutter Short-Form Is Straight DRTV

Craft Lite Cutter Short-Form Is Straight DRTV

Submitted by swilcox@hawthor... on Tue, 2007-09-04 14:05.

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Awesome Auger Site Relies On DRTV Star Power

Awesome Auger Site Relies On DRTV Star Power

Submitted by swilcox@hawthor... on Thu, 2007-08-30 14:11.

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ProActiv Uses Can’t-Miss Celebrities For DRTV Success

ProActiv Uses Can’t-Miss Celebrities For DRTV Success

Submitted by swilcox@hawthor... on Mon, 2007-08-13 13:05.

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One For Fun: Riker´s Next Generation of Mgmt Software

One For Fun: Riker´s Next Generation of Mgmt Software

Submitted by swilcox@hawthor... on Wed, 2007-08-01 13:55.

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Short Form DRTV Creative For The Scunci Steamer

Short Form DRTV Creative For The Scunci Steamer

Submitted by swilcox@hawthor... on Fri, 2007-07-20 14:07.

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Jack LaLanne And Power Juicer Still Going Strong

Jack LaLanne And Power Juicer Still Going Strong

Submitted by swilcox@hawthor... on Tue, 2007-07-17 13:53.

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