To DRTV or Not to DRTV?

A successful DRTV campaign takes commitment to both the advertising budget and the ability to recognize that success comes through customer lifetime value. In order to allow your campaign to build steam, you ideally would invest upward of $50,000 per week in DRTV media during the initial two- to four-week test phase. Once the successful test phase has concluded, weekly spending will be determined by the amount of core media you can efficiently run plus an additional 15 percent to 25 percent per week for ongoing testing.