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 Product Assessment

Infomercial product assessment should be your first step to deciding if DRTV is the right medium for your product or service. Here are some questions that you need to answer:

1. Who is the most likely target audience for your product?
2. Which consumers would be interested in your product or service?
3. Where do they live?
4. Why do you think TV is your best medium?
5. What are your objectives for your infomercial - phone orders, visiting website? 

It can be a wise move to do a pre-production analysis of your idea. Focus groups and feasibility studies can help you determine what kind of infomercial format could best represent your product.

A well-planned focus group study will give you useful feedback on what consumers actually think about your product. A focus group can help you determine the:

• effectiveness of your offer
• price
• questions you need to answer about your product

A feasability study can give you:

• insight into your competition
• the success or failure of similar products
• information as to the appeal of your product

Infomercial product assessment is an excellent step towards ensuring the best ROI for your infomercial investment.