The world of DRTV (Direct Response Television) can be daunting for any company who can see the potential of selling products and services on TV. This is certainly a growing force on Australian television and is an alternative to traditional advertising of products or services. Here's a short breakdown of what it's all about and what you'll have to consider before involving yourself with a DRTV campaign... The selling of a product through this medium is referred to as an advertorial. This generally consists of a Host and Presenter explaining the product, how it works, what it does and where it can be purchased, over a 3-4 minute time slot. These advertorials can be placed within a popular daytime program (such as 9am with David and Kim on CH10, Mornings with Kerri-Anne on Ch9 or The Morning Show on CH7) or can be placed by itself within a traditional ad-break (such as Infobreak, What's New and Brand Power). As a general rule, audience viewers can become direct consumers by calling a 1800 number to purchase the product during the sell, or alternatively be directed to a local stockist. There are a number of factors involved in setting up and producing an advertorial, which will be outlined below... Script Writing - This is what will sell the product. A good script will not only explain the product and the benefits of purchasing it for the consumer, but it will also offer testimonials (someone who has used it - and loves it) and footage of the product in use. Presenter and Host - These are the people who will present the advertorial. The host is often negotiable with the program on which you are advertising and they will intro the spot as well as ask the questions of the presenter. The presenter may well become the 'face' of the product and requires enthusiasm and confidence with the product as well as the advertorial format. Once you advertise in this manner, you must be able to provide fulfilment. This includes the following... Phone Number - Usually a 1800 number so it is free for the caller wherever they are in Australia. Operators must be able to take the call (generally within the hour of the advertorial airing), provide more information about the product (often scripted), and take the customers details for purchasing and postage. Payments - All forms of payment should be provided by the client so that customers have an option. It is often best to encourage a special offer for credit card purchasers so that you are more assured of receiving the payment. Don't send the product until you have received the payment. You should also provide a Money Back Satisfaction Guarantee that allows the customer 'peace of mind' in relation to the quality of the product. This is usually 30 days. Postage - You will need to provide a nominated cost for postage, handling and insurance. This is non-refundable to the customer if they decide to return it. It covers the cost of your packaging and shipping and insurance and is on top of the product price. You must also nominate a time frame in which the customer will receive the package. This is usually between 5 - 7 or 14 - 28 working days and is told to the customer when they call through to order the product. Keep in mind that some customers will suggest that they never received the product and want their money back, so receipted delivery is a wise option.