Understanding the Power of DRTV Agencies in Modern Advertising
Discover the impact of DRTV advertising and the strategies of DRTV agencies. Gain insights into ad formats, media buying, and campaign optimization for measurable brand success.
Direct-to-Consumer
Direct-to-Consumer is the business model of selling products directly to customers bypassing any third-party retailers or other middlemen.
Infomercial
Infomercials are a type of specialized television programming that is designed to sell or promote products, services, and ideas.
Cost Per Order
The cost of a specific infomercial telecast, divided by the number of orders received.
Fulfillment 3PL
3PL (fulfillment center) is a term generally used to describe the entity that is responsible for overseeing the journey of warehousing, packaging, labeling, shipping and tracking functions of an infomercial product. 3PL stands for Third Party Logistics. These...
Media Ad Allowable
Media Ad Allowable is a dollar amount determined to be the maximum media expense that can be spent to sell a unit and exactly breakeven. In other words, the gross profit per unit, less direct selling/fulfillment costs is equal to the media cost. If a company was to...
Media Efficiency Ratio
The Media Efficiency Ratio, or MER, is the number that is a snapshot of an infomercial's overall success or failure during a media buy period. The higher a MER is achieved, the more successful the media buy performance was. This ratio is derived by dividing total...
Semi-Dedicated Call Center
A semi-dedicated call center is a telemarketing company whose inbound call center employees generally take calls for fewer campaigns and tend to be better salespeople as contrasted to a staff of "order takers" (I.e. non-dedicated call center). It is more specialized...
Two-Step Offer
A two-step offer is a marketing tactic also called a lead generator. It is a tool that can be used to get a potential customer’s information for a sales pitch later. A two-step offer in an infomercial requests that the viewer call a toll-free phone number (i.e....
Upsell
The upsell is one of the core components of sales in general. It is the offer of another compatible product in addition to the original product, frequently with the promise of a discount if both are purchased. Upsells increase the average order value of a sale and can...