Lights, Camera, Action: 7 Steps to Silver-screen Success

There are seven key steps to creating successful DRTV spots, says Ian French, president and executive creative director of Northern Lights Direct Response Television — a creative and production services firm for short-and long-form DRTV commercials. French discussed these steps in a session he co-presented on “Decoding the DNA of Brand-Based DRTV” at the DMA 2006 Annual Conference & Exhibition in October.