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.
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.
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.
Monitoring and Ranking Services
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.
An independent clearinghouse for up-to-date information on Direct Response Television, including infomercials, short-form direct response television commercials, the websites for these products, and the companies involved in their production and distribution.
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.
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