Mary Arnold

There seems to be a general misconception in our industry that the elements of successful DRTV are a well-kept secret shared among a few nonprofits. But the truth is that good DRTV follows the same principles of any good direct response, and it requires the same dogged discipline of testing and measuring. But it must be worth it. Through July this year, nonprofits have a reported spending of $27 million in short-form (generally two minutes or less) TV advertising, according to Nielsen Media Research. Nonprofits that use DRTV successfully are able to manage each of the medium's five critical components: offer, creative, media

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