$19.95 is tried and tested. However it depends on perceived value. As the industry matures and credibility grows, higher ticket items are working more often. We even offered a $300,000 Rolls Royce on one production.

$19,000 - $90,000. It's a lot like building a house; city or country, wood or stone, marble or shag carpet, slate roof or straw, 2 rooms or ten...

DRTV and traditional "image" advertising are two stratified disciplines.

A well formatted DRTV will hit critical mass and be successful across all mediums.

DRTV media can cost about one third of regular TV commercials.

Use a multi-tiered approach; Catalog sales usually follow DRTV campaigns, along with credit card syndication, print advertising, and retail selling.

Yes and no! Many large agencies have formed in-house DRTV departments, others have acquired subsidiaries who are specialists and many outsource the campaign. There are hundreds of companies in the United States listed as DRTV producers... and a handful that are successfully selling products on TV.

Whichever route you take, make sure that the script is written by someone who has a successful track record in DRTV. Writing a successful DRTV commercial is quite different from writing a traditional commercial. Just as print ads require different skill than broadcast ads.