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 |