INFOMERCIAL FAQ MEDIA BUYING PRODUCTION GLOSSARY INTERNET
infomercial media buying
 

MEDIA BUYING PROCESS FROM TESTING TO ROLL-OUT TO TAKING A PRODUCT TO RETAIL

  • It's important to understand the entire media buying process to help insure your infomercial campaign will be a success.
     
  • An infomercial media test typically costs between $10,000 and $15,000.
     
  • An infomercial test schedule usually consists of a combination of local broadcast station and smaller national cable and satellite network infomercial buys.
     
  • A range of networks/stations and time periods are typically purchased to determine the type of media that will perform best for each infomercial campaign.
     
  • An infomercial media test typically runs over the course of a week.
     
  • Following the infomercial test, results are analyzed to determine the viability of the infomercial campaign and to evaluate the media buying process.
     
  • Often, various elements of the infomercial campaign are tweaked following an analysis of the test results, including the telemarketing script, media buying process, offer, price point, etc., in order to optimize the performance of the infomercial campaign.
     
  • Once the infomercial campaign is rolled-out, the media budgets are increased, while maintaining the targeted Media Efficiency Ratio (MER), which is calculated by dividing the revenue generated by the media cost.
     
  • Successful infomercial campaigns typically run over the course of six months to a year.
     
  • When the DRTV results begin to drop off, infomercial marketers then often take their products to retail.
     
  • Once the product is taken to retail, infomercial marketers often use a combination of infomercial buys and a short form DRTV spots to drive retail traffic and sales.
     
  • With a successful infomercial campaign media buys will be your largest expenditure, so it's important to understand all aspects of the media buying process.
     
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