A common question among marketers is when and how to use short form and long form. The simple answer: it depends. While a great number of companies use short or long form exclusively to market their products, others have found that a mixture of both formats produces sustainable results.
Let us help you find the right combination.
|Long form DRTV infomercial||Short form DRTV commercial|
|Best for products priced $30 and up||Best for products under $30|
|More time to sell and demonstrate product||Ability to run more spots|
|Higher qualified leads||More quantity of leads|
|Higher overall cost, but lower cost per finished minute||Costs less to produce overall|
|Lower cost per minute for media placement||More flexibility for placements|
|Pre-sold prospects mean higher conversion rates with other marketing tactics||More frequency boosts awareness, resulting in higher response rates to other marketing tactics|
|Creates stronger desire and sense of exclusivity. “But wait, there’s more!”||More impulsive and urgent. “Call now!”|
|Better branding tool||Stronger response messaging|