Infomercial Media

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Infomercial Cycle

	Product Assessment
	Identify Target Market
	Marketing Assessment
	Profitability Analysis
	Vendor Selections
	Creative Process
	Testing and Evaluating
	Media Planning & Testing
	Dub Houses
	Taking Products to Retail

Visit the Electronic Retailing Association website
www.retailing.org

Infomercial Creative Process

The infomercial creative process includes:

• scripting
• shooting
• editing

Your infomercial will present all of your product's features and benefits. Choose your DRTV producer carefully. There are many producers who can shoot, edit, and make a good-looking finished product, but the goal of DRTV is to make the phone ring or push a consumer to a web site.

Before the producer begins rolling you should have:

• your spokesperson chosen
• your product or service should be ready
• your offer determined
• a Call to Action developed
• upsell offers

Remember, changes will be costly once your infomercial is produced. Be sure you are ready.

Scripting and shooting an average infomercial show usually takes about:

• six weeks for a short form infomercial
• twelve weeks for long form informercial