Resources

Long-Form DRTV: Purchaser Attitudes & Behaviors

The infomercial industry has evolved over the past 30 years and this study sought to identify gaps that may exist between the perceptions derived from the past and the reality of today. In addition, there is little research available about infomercial marketing, and the study provides more insight into this niche sales and advertising channel. Cannella Response Television, Script to Screen and M2 Marketing and Management commissioned this independent study to learn more.

long-form-gallery2

Download study now!

Trade Associations

​​Direct Response Marketing Alliance (DRMA)
Visit the site

​​The DRMA is an alliance of professional marketers that facilitates business opportunities through networking, education, branding and exposure. The DRMA is dedicated to providing access to the direct response industry’s most valuable information and exclusive events to enhance business.

​​Electronic Retailing Association (ERA)
Visit the site

​​Representing a more-than $300-billion market, the Electronic Retailing Association (ERA) is the only trade association that represents the global leaders of the direct-to-consumer marketplace—companies which use the power of direct response to sell goods and services on television, online and on radio.

Magazines

  • Electronic Retailer
  • Response Magazine

Monitoring and Ranking Services

​​Infomercial Monitoring Service (IMS)
Visit the site

Infomercial Monitoring Service provides subscribers with statistical data in an easy-to-read format that details infomercial and spot activity on national cable and satellite television. IMS records and monitors more than 49 networks, 24 hours a day, 7 days a week, which reach all 50 states.

DRTV Dictionary

Airtime

​The periods of time that a network or broadcast station will make available for infomercials.

ROI (return on investment)

​A measure of a corporation's profitability, equal to a fiscal year's income divided by common stock and preferred stock equity plus long-term debt. ROI measures how effectively the firm uses its capital to generate profit; the higher the ROI, the better.

Media Sourcing

Used for determining what phone calls/orders are generated by specific media buys, and is determined by matching airdate of the spot to: the time the phone calls were received, 800#, and zip code of the caller.​

Full Glossary
* Source: Electronic Retailing Association

What people say about us

  • The Cannella team is fully dedicated to the success of their clients. Whether we're running heavy budgets or nothing at all, we always get the same level of outstanding analysis and support.

    -

    Jake Malanoski

    ,

    Director of Customer Acquisition, Green Chef

  • I have had the pleasure of working with Cannella Response Television for many years. They are highly knowledgeable, friendly, professional and above all, they operate with a great deal of integrity.  They are a terrific company to work with and are an integral partner in our success.

    -

    David Jacobs

    ,

    Director of Media Buying, Time Life / Direct Holdings Global

  • The Canella Response Team is always there when we need them.  They are always willing to break things down in ways that we will understand it and never hedge to do more analytics when we think of a new way of looking at something.  They have been great to work with. 

    -

    Steve Proetz

    ,

    General Manager, CarShield

  • Cannella has been extremely helpful for us to launch our first campaign in U.S market. Their experience and knowledge definitely accelerated our success.  

    -

    Hironori Sobata

    ,

    Privee Solomon

  • The Cannella Media team is always nimble when it comes to adjusting directions based on our requests. They are continually willing to be proactive when they encounter a problem in order to maximize our budget. Cannella is always responsive to our needs and are a pleasure to work with.

    -

    Paul Buss

    ,

    Owner, Original Grain

  • Over the course of my career, CRT continues to be a pillar within the advertising community. CRT remains at the forefront of forward thinking, as they always seem to have their eye on what might be next in our ever-changing, fast paced industry. CRT will always be valued partners of ours but more importantly, consider it a privilege having the opportunity to work with each of them on a daily basis.

    -

    Tim Dowd

    ,

    Account Executive, Direct Response, Turner Entertainment & Sports

  • We work with several teams at Cannella and each and every team member is experienced and knowledgeable. They turn around proposals on tight timelines and are dedicated to helping their clients succeed. The Cannella teams are a pleasure to work with, and we can always count on them to help us launch successful media campaigns!

    -

    Fiona Tang

    ,

    DR-HO’S

  • For over 5 years we have had the privilege of having Cannella as our media partner.  From day one they treated our business like it was their own.  Not only are they incredibly good at what they do, they are creative thinkers, smart analysts and truly great people to work with.  This combination has single-handedly driven the success of many of our campaigns.  They are a truly valuable partner and we are fortunate to have them as part of our team.

    -

    Lindsay Hendricks

    ,

    Sr. Media Manager, Positec Tool Corporation

  • Cannella is one of my favorite agencies. All of their buyers are reliable, responsive and strategic. They make doing business together a breeze. Their partnership is truly valued and I look forward to what more we can accomplish in the future!

    -

    Casey Girasole

    ,

    Account Executive, Marathon Ventures

  • Our partnership with Cannella Response Television over the years has been invaluable.  In an ever-changing media landscape, Cannella continues to set the bar for knowledge, experience, and professionalism.  Bill and his team are an absolute pleasure to work with.

    -

    Mike Stephens

    ,

    Sales Manager at CBS Television Station Group 

Thank you for contacting Cannella Response Television, LLC

Someone will be in touch with you shortly

Oops! Your message did not send. Please try again.

Start a Relationship with us