Welcome to Copywriting Guide
Copywriting Conference Article
This is a selection made from among articles on Copywriting Conference. For a permanent link to this article, or to bookmark it for future reading, click here.
Infomercials and Direct Response
from: Richard RomandoInfomercials changed the way advertisers sell things on television. Previously, product manufacturers merely presented their wares on TV in the most attractive manner they could come up with. They planted ideas, sought to change habits or to create them where none existed. They expanded market share subtly with one common unifying factor - you watched the commercial and if you liked what you saw you went to the store or the showroom and bought it. From now on television would be different. Infomercials and direct response marketing was born. Now if you liked what you saw, thought it was just the right product, idea or concept for you, you picked up the phone, called the number on your screen and ordered what you wanted direct from the manufacturer.
It's hard to imagine in today's internet world with overnight deliveries and instantly downloads, but for the very first time you could order something off your TV set without even getting up from your favorite chair. It was unbelievable, magical, and very successful. Almost overnight phone banks sprang up all over the country as the call volume, once numbering in the thousands, surged into the millions. Like Internet domain names today, 800 numbers became a vanity item - the most popular ones disappearing as fast as they became available. Previously only used in magazine advertisements or mail order brochures, the phone business became a very big business with the success of infomercials.
To begin with, infomercials and direct response TV selling give a manufacturer an immediate tool to measure whether or not his product, his pricing and even his approach is working. Previously, manufacturers had to create their product, get it into stores where it would be available for purchase on a nationwide basis and then and only then, launch a costly nationwide advertising campaign on popular TV shows. After that, they would wait a minimum of 90 days, sending out squads of sales personnel or making hundreds of phone calls to find out if their product was selling. If it wasn't it was back to the drawing board to try to figure out what went wrong and then perhaps try it again maybe next year.
With infomercials and direct response, there was now a way to measure the success or failure of any project in a matter of hours and at a fraction of the cost. If a manufacturer had his own phone bank, he could conceivably sit there after his infomercials were airing around the country and literally count the orders coming in. And almost immediately, he would have an idea if his project was working. This leveled the playing field for new product launches and led to the creation of hundreds of new products each and every year launched and tested as infomercials before ever hitting a retail outlet.
About the Author
At the end of season three, Matt Weinersworld of Madison Avenue Mad Men was unwinding.
Copywriting Conference News
MAD MEN (Season Four)
Review: AMC's 'Mad Men'
At the end of season three, Matt Weiner's world of Madison Avenue Mad Men was unraveling. The principle players of Sterling Cooper had branched out on their own, beating the shop's British parent company's sale to McCann Erickson to the punch.
Read more...Scotch For Dessert: An Ad Man's Spirited Memoir
Before there was Mad Men, there was From Those Wonderful Folks Who Gave You Pearl Harbor, the cultish and colorful advertising memoir by 1960s ad man Jerry Della Femina that also served as inspiration for AMC's hit series.
Read more...Website Writers to Make Money Writing at Web Copywriting Intensive
American Writers & Artists Inc. to Give Paid Assignments at Annual Web Copywriting Intensive in San Diego, February 27-March 2, 2011
Read more...Pioneer Strategies president speaks at N.C. Alliance for Public Charter Schools conference
RALEIGH, N.C. Frank Williams, president of Pioneer Strategies, Inc., facilitated a public relations workshop Monday at the N.C. Alliance for Public Charter Schools inaugural conference in Raleigh.
Read more...