Archive for September, 2011
INFOMERCIALS 101 – Price and Offers
The price and the offer are absolutely critical elements in determining the success or failure of a direct response campaign. While these may seem very simple to determine, there are a number of issues to keep in mind. Obviously the first is profit against the COGS (cost-of-goods-sold) number. The COGS number is the total cost [...]
INFOMERCIALS 101 – The Product
A successful infomercial (or direct response) campaign always begins with a viable product. There have been many examples over the years of inventors and companies spending many years and millions of dollars developing a product. Then many more months and dollars are spent creating a campaign, only to discover that very few people really want [...]
INFOMERCIALS 101 – Introduction
In the Direct Response industry, the term Infomercial generally refers to “long–form” (28.5 minute) direct response television advertising. However, for our purposes, we will also include “short-form” (:30, :60, :90 and two minute) direct response television commercials. In other words, pretty much any television production that is designed to generate a phone call or web [...]