A direct response ad is a popular term in advertising. It’s often termed “short-form DR”. So, what is it?

Well, it’s any TV or radio ad that is 120 seconds or less and prompts a viewer or listener to respond, usually now. It can be in the form of a 60-second commercial, 120s and, rarer, 30s. Short-form DR usually pitches products like gadgets and trinkets and knife-sets. But short-form DR often includes high quality, high profile products and services

And advertising agencies are leading the way toward higher quality direct response TV commercials. The focus on finding quality products and making quality commercials is changing the public’s perception of what it means to be a DR product.

Short-form DR commercials (and long-form, 30-minute infomercials) might be right for your business and an advertising agency can evaluate products or services to see if they can benefit in the DR media world. Then they produce high quality 60-and-120-second direct response commercials, and create solid media plans. An ad agency can help find the right call centers and fulfillment houses to respond to consumer calls.

Creating comprehensive DR plans that help you leverage DR TV and radio to your best advantage are a specialty of many advertising agencies. Why not call an ad agency near you……NOW!