In this fledgling economy, a noticeable shift in consumer purchasing has become apparent: Shoppers are taking drastic steps to save money: trading down SUVs in favor of economical vehicles and going from designer labels to private labels. (See Peter Koeppel’s ERA article on the decline in consumer spending.)

Consumer confidence tumbles. Climbing gas and food prices, an unstable real estate market and a looming credit crisis have resulted in the lowest consumer spending in several years according to a recent Wall Street Journal article.

The article reports that consumer confidence has plummeted to a mere 38 percent since it first peaked with 57 percent of consumers revealing to an annual survey that their finances had become even worse. This is the highest reported figure since the survey began back in 1946.

Profiting during troubled times. Despite the dismal economic forecast, some retailers still managed to make a profit. Discount stores like Walmart, Dollar General and Family Dollar Stores have managed increased sales.

And even though American car manufacturers have taken a hard hit financially as more motorists downgrade their vehicles for more fuel efficient models, Japanese car manufacturers Toyota and Honda are reaping profits with certain models. The Toyota Corolla is currently the number-one selling car in the U.S.

Why are these figures and trends so important in our world of direct response television and media buying? It’s so important for retailers to pay close attention to consumer spending trends. For example, are shoppers participating more in one-stop shopping, buying groceries once a week to save gas, making more bulk purchases, using coupons and comparison shopping to find the best deals?

Savvy marketers appeal to shoppers based on changes in their spending habits. This is key to success as they compete in this changing market – that much has not changed.

DRTV spots are 60 or 120 second commercials that educate consumers about a particular product or service, its features and benefits.

Media buyers can effectively reach their target audience by purchasing premium timeslots on local broadcast and national cable and satellite stations.

State the problem and offer consumers a solution… DRTV media buyers understand that the formula for a successful DRTV campaign sets up a problem and solution scenario for consumers within the first seven seconds of the infomercial. The ad identifies a universal problem that appeals to the target audience.

Questions and answers. Many times the problem is set up as a general question such as, “Are you tired of weight loss products that just don’t work?” This kind of question instantly gets the attention of consumers struggling with weight loss. The ad introduces the product as the solution, “Then you need Product X!”

After the problem and solution are introduced, the remaining time is spent persuading the audience members about why they should buy Product X right now. Successful techniques include creating a sense of urgency (e.g. a limited time special offer), or testimonials from other satisfied consumers who practically guarantee the product.

Don’t wait – call now! The infomercial ends with a call to action, encouraging consumers to take action right away. A toll-free number and/or website address flashes on the TV screen within 15 seconds after the start of the spot. This information is introduced well before the pricing information.

DRTV is a carefully formulated vehicle media buyers can use to introduce a product and communicate its effectiveness to consumers. Success with DRTV depends heavily on the right product, a great offer and an effective message that resonates with consumers.