Jun 03 2011

What are short form commercials?

Category: Marketing

Answer:

A short form commercial is a type of direct response television commercial (DRTV) that lasts no longer than two minutes, or 120 seconds, at a time. Short form DRTV commercial spots are purchased by media buying agencies to run on what is called a “remnant” basis. That is, the spots will air any time during the day or night, and the television station – not the agency – chooses the time. Short form commercials are, on average, less costly than long form commercials. They are best used to tell a brief and very simple story about a product. These products are often low in price and, therefore, advertisers are reluctant to spend much money on producing the commercial.


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