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 Resources

Infomercial resources:

• Electronic Retailing Association fosters growth, development and acceptance of the rapidly growing direct response industry worldwide. ERA is an association for the companies who use the power of electronic media to sell goods and services to the public.
  

Infomercial media articles:

• Million Dollar Mistakes: 10 Advertising Blunders to Avoid by Peter Koeppel
  For any company, $1 million is a lot to lose. Depending on the size of your company, so is $1,000. Companies with $100 million in revenue may spend as much as $10 million on advertising, so they need to spend it wisely. more...
  
  
• ERA Interviews Peter Koeppel
  This week ERA interviews Peter Koeppel, president of Koeppel Direct, Inc. Read Peter’s comments on how he counsels his clients to buy media, as well as why he attends ERA events year after year. more
  

• Kids’ Marketing Gets Cautious
  It’s all about “keeping ahead of the curve,” if candy marketers want to maintain this advantageous position, according to Peter Koeppel, president of Peter Koeppel Direct, a direct response media buying firm. “It’s more responsible to be proactive.”
  For instance, candy makers would do well to keep portion sizes smaller for kids. “When you go to Europe, candy is delivered in much smaller pieces,” says Koeppel. “Many U.S. candy companies are now doing this, but they should directly target the kids. They want to push smaller, not supersize, treats.” more

• Product Screening
  According to Koeppel Direct, a direct-response advertising agency that buys television time for commercials and infomercials, 3 million viewers use DVR's, but research indicates that in the next five years that number could skyrocket to 30 million. As a result, there's a lot of product placement going on in TV, says Peter Koeppel, founder and president of Koeppel Direct. more

• Build Your Brand, Build Your Business: Use Your Company's Image to Increase Profits
  Entrepreneurs and business executives always strive to gain a competitive advantage in the marketplace. They want to outsell the competition, be known as a solutions-provider to customers, and have those in their field perceive them as the market leader. Those are certainly lofty and admirable goals, but are they achievable? Yes! more
  

• How to Avoid the Ten Biggest Marketing Mistakes Businesses Make
  Have you noticed a slump in your sales? Are you having trouble establishing your new business in the marketplace? Or maybe you're established, but you just can't seem to get the word out about your new product? more
  

• Investor Business Daily Dec 04 Interview - What Adds Value To Ads?
  With larger numbers of digital video recorder users zapping through TV commercials, advertisers are scrambling for ways to get their message across. more...

• Zap! Everyday More Viewers are Skipping through Commercials
  Viewers watch 20% to 30% more television once they get a PVR, but they use it to skip through 70% of the ads. This trend could have a profound impact on DRTV response rates. more...
  
  
• Testing, Tweaking, Retesting, Tweaking ...
  Even the most successful direct response marketers often have to go through several rounds of testing and tweaking, in order to produce a successful DRTV campaign. more...
  
  
• Optimize Your Media Campaign
  Koeppel Direct manages media campaigns for direct response advertisers seeking measurable, consistent, positive results, immediately and long term. Our experts create targeted, effective, direct response media buys that optimize our clients return on their media investments. more...
  
  
• Exploiting New Niches for Direct Response Marketing
  An infomercial is the perfect platform to explain how these new technologies work, how easy they are to use and how they can make your life easier and save you time and money. more...

Infomercial Glossary

• infomercial glossary