To DRTV or Not to DRTV?
It’s not ideal for every cause 
and organization. Here’s how to tell if it will work for yours.
Bigger is better
If you can afford it, your chances of success improve considerably if you produce both two-minute and one-minute commercials. Despite conventional wisdom — which is based on conjecture rather than measurement — long-form commercials almost always outperform short-form commercials. The rationale is simple: The more time you have to communicate, convince and convert, the more successful you will be.
- Companies:
- Children International
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