DRTV Shows Off New Tricks

Television footage featuring adorable dogs, cats and other household pets elic­its an emotional response from nearly everyone.

So it’s no surprise that direct response television (DRTV) has come to play a major role in the marketing strategy of the American Society for the Prevention of Cruelty to Animals (ASPCA), which relies on one-time and monthly donations to fund programs related to animal-assisted therapy, animal poison control, animal cruelty, humane education, legislative services and shelter outreach.
"DRTV is successful when you take a highly complex and emotional problem and offer a simple solution that passionate people can do on their own," says Steve Froehlich, senior director of direct response at the ASPCA, which has raised more than $40 million since its DRTV program launched in February 2004.

However, as television viewer habits evolve and the focus on the Web increases, the DRTV medium has shifted from the days when view­ers watched late-night infomercials and called a toll-free number in response. For example, view­ers may watch a DRTV spot on TV and then contribute online or purchase in a retail store, which means marketers have had to change up their DRTV strategies.

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