Despite the growth of the DRTV business in recent years and all the knowledge available about it online and elsewhere, certain misconceptions persist. Some of these misconceptions have been repeated so often by so many that they become full-fledged myths. At worst, these myths create flaws in the DRTV strategies of advertisers—flaws that can produce media plans, creative approaches or even offers that don’t work.

Awareness of what these myths are can help prevent the damage they do. Here are the most common myths we’ve observed and the realities they obscure:

You can’t sell and build a brand in the same DRTV spot.

This myth is rooted in the early days of DRTV, when the common belief was that every second of the spot must be devoted to motivating viewers to respond. For hard-selling DRTV pioneers, building brand or anything that didn’t focus directly on the offer benefits was wasted time. Over the years, however, we’ve found that brand-building and selling aren’t mutually exclusive. In fact, delivering the brand message at the right time in the right way can actually increase response rates.

Late night and weekend slots are always the best times to run DRTV commercials.

Not always. Obviously, these are effective periods because they usually offer lower rates and the type of programming that DRTV thrives upon. But it may be that for certain offers, other slots are as effective or even more effective. We’ve found that there are instances when primetime can be effective for some direct response spots.

The most effective DRTV spots are ALWAYS two minutes in length.

For a long time, two minutes was the gold standard for DRTV. For many clients it still is. However, because of the diversity of offers on the air and the well-known brands using DRTV, even 30-second spots can work well. We’ve learned that the length of the spot should be shaped by the offer, by testing and by availabilities. The more flexible advertisers are when it comes to commercial length, the more likely they’ll produce an effective spot

You can’t sell products or services over a certain price point using DRTV.

Years ago, there was some validity to this myth. At one time, $19.95 was the cutoff. As viewers became more accustomed to buying via DRTV, as Fortune 500 advertisers helped legitimize many spots and as credit card usage for purchases became the norm, the old pricing limits became irrelevant. Nonetheless, some people in our industry still believe that it’s tough to sell high end offers, even though there’s a great deal of evidence to the contrary.

DRTV advertising has no impact on retail sales.

In some ways, this is the most persistent myth of all. For years, many people in our business believed that if people didn’t respond to a DRTV spot by calling the toll free number, they would never buy that product in a store; that DRTV commercials contributed nothing to creating awareness for and a predisposition to buy advertised products in stores. We’ve had clients who have run what are known as “dark tests” where they pull DRTV advertising for a period of time and measure how retail sales are impacted. They’ve found that store sales of their products decreased when the DRTV commercials were off the air and increased when they went back on. Clearly, direct response commercials have a positive, spillover effect on store sales.

Bill McCabe is EVP/COO at A. Eicoff & Co., one of North America’s largest DRTV agencies.