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Direct Response Marketing

Avvaa Tests DRTV

7 Oct, 2009 Response This Week


NEW YORK – Avvaa, a best seller of skincare products in Canada, launched a two-week DRTV test in the United States, reports DMNews.com. Rolling out this week, the test features two-minute, 60-second and 30-second spots on 100 stations.

The spots are aimed at new customers and intended to drive both Internet and phone sales of the company’s product Neuroskin Psoriasis Relief. According to the company’s president and COO of Avvaa World Health Care, Lorie Campbell-Farley, the commercial has two versions, the hard sell and the soft sell. The hard sell is the two-minute version and the soft sell versions are 30 and 60 seconds. The company plans to decide which version has a greater impact.

“The hard sell basically has the price on it,” says Campbell-Farley. “You’re qualifying the consumer by telling them what the price is. In the soft sell, there’s no price – the consumer picks up the phone to find out.” 

Avvaa partnered with Creative Bube Tube, based in Toronto. The company also worked with call center Synergex. All three companies are consulting on media buying.

“Each commercial and each station has its own 1-800 number, so we can track it at the end of our test,” says Campbell-Farley. Avvaa’s goal for the campaign is to make $2 in sales for every dollar it spends.


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