June 28, 2012 2 Comments
A potential retail oriented DRTV client once opened our meeting with “this needs to be a top 5 show”. I responded “Why? What is the difference for your business between a top 5 and a top 30 show?” He was speechless. They’d never really wondered. It was just a goal set by their traditional DRTV media buying group.
In truth, all advertising is far too often driven by lore and anecdote – even when it comes to media spending. And DRTV is no different. So I’ve been fascinated by DRTV’s obsession with massive spending – especially when the product is at retail. Read more of this post