Ava Seavey

There's an old saying that a person doesn't buy a drill because he needs a drill; he buys a drill because he needs a hole. In order to effectively reach an end-results-oriented audience, DRTV campaigns need to have compelling messages and offers that resonate with prospects and communicate “what's in it for them.” Below are some tips on creating successful DRTV spots offered by Ava Seavey, president of advertising and marketing communications firm Avalanche Creative Services, in a session at the DMA 2006 Annual Conference & Exhibition this past October: 1. Position your Web site URL as big as, if not bigger than, your

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