Hawthorne Direct

Seven Tips to Maximizing Your DRTV Budget
September 18, 2007

DRTV works for nonprofits and for-profits alike, but — like anything else — you want to make the most of your investment. Here are seven tips to help you do just that. 1) First run or rerun? Unless you have a couple of million dollars gathering dust, first-run blockbusters like “Grey’s Anatomy” are not the place for DRTV ads. Why? First, it’s expensive and, second, people want to watch the show and frequently use ad time to take a break or channel surf. As a result, they don’t see the spot and don’t respond. Game shows, second-run classics like “M*A*S*H,” or encore presentations typically are a