Part 1: 10 Pitfalls to Avoid in a Direct-to-Consumer TV Campaign

There are many benefits to implementing an integrated direct-to-consumer (DTC) marketing campaign across the full spectrum of marketing channels. The top benefit is the ability to track, measure, and analyze exactly how your marketing dollars are spent and how they perform. Television remains at the top of the list of marketing channels with the largest measurable impact on sales. Many brands are surprised at how television affects sales across their entire multichannel platform, and those who abandon television for less costly channels often return when they see their sales slip. However, DTC marketing, especially television, uses very different methodologies than traditional advertising. In this, the first of a two-part series, Barbara Kerry of Script to Screen looks at 5 of 10 potential pitfalls brands entering this space must avoid.

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