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 |
