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 Media Planning and Testing

In the U.S. there are:

• hundreds of national cable TV networks
• hundreds of local TV stations
• seven national television networks
• nationally syndicated programs
• satellite networks

With so many media options available it is important to understand how to choose the right advertising media. Making informed choices can help you to more effectively achieve your marketing goals.

Media planning advice is available and affordable. A savvy media planner/buyer can save you money, and help turn an unprofitable or marginally profitable campaign into a profitable one. This can be accomplished through a combination of:

• guiding you into media vehicles that have the highest probability of generating cost effective leads/sales
• purchasing the media time at the right price

A media planner buys time for multiple clients, so they have leverage with the stations and networks and know the 'right price' for purchasing television time.

Measuring Advertising Performance

Another important aspect of managing an effective media campaign involves measuring and analyzing media performance. You can measure:

• cost per order
• cost per lead
• cost per consultation
• cost per sale
• media ratio

These are all important indicators of performance. Your advertising is only as good as the cost of the lead, order or sale it generates. If the phone does not ring, either the ad is bad or it was invisible to the people who should have seen it. This is one barometer of media effectiveness.

A good media planner/buyer can help you sort through the various media options available to you, in order to determine the optimum media mix needed to achieve your goals.