The Importance of a Media Buying Agency

Creating a great DRTV advertisement is only part of the job, but buying the right media is just as important for success. In every DRTV campaign, perhaps the largest ongoing expense is media buying. It is therefore very important to have the right media buying agency working for you. Media buyers advise clients as to which “daypart” should be used to best advertise a product or service. This depends on various factors like the nature of the product, the demographics of the potential target audience, regional and seasonal demand, cost of daypart, price of the product and etc. The media buyer negotiates rates with the networks, checks for package deals, and manages all the key aspects of the campaign.

Buyers try to make sure that the advertisements are seen and heard by the highest possible number of consumers within the target audience at the lowest possible cost to the client. The demographics of different networks vary significantly, so it is very important to target the right channels to reach a specific target audience. A good media buyer usually has a good understanding of this factor and can help narrow down the choice of channels for a particular product. In case a campaign does not work well in a particular channel or in particular dayparts, changes can be made mid-stream by the buyer.

Multiple products and multiple payments in infomercials

Infomercials use many techniques to entice customers. Multiple payments are a way to offer the viewer an easy way to pay smaller amounts of the full price by credit card. The payments are set to be more affordable to someone who wants the product but can not afford to pay the full cost. The offer is usually extended in some form of "just three easy payments of$19.95". This can increase sales by up to 25%.
Multiple product offer is a technique used that offers one or more additional products for the same price of the original product offered. The products may coordinate with the original, or they could be something completely different. It is good to give a buyer options and enticements, but it can also leave them with too many items to choose from and perhaps not decide on any product.

Infomercial Marketing vs Traditional Advertising

Infomercial Marketing can be an alternative to traditional television advertisements. The differences between the two can be show in the following ways:

1) Infomercial spots can be bought at a lower cost than traditional advertising
2) DRTV allows marketers to track results in real-time
3) Progress can be tracked on a per order/ per lead basis
4) Changes can be made to the campaign based on the speed in which results are determined

Helpful Infomercial Motivation Tips

Infomercials use a number of ways to motivate viewers to buy. "Call to action" also known as CTA is a segment in an infomercial that asks the viewer to make a purchase. The infomercial may run this anywhere from 1 to 3 times in a long form or throughout a short form infomercial. The call to action is when the product is featured without demonstration or testimonial, but by giving the viewer the number and / or web address to make the purchase. This time is also used to make guarantees, warranties, which credit cards are accepted or if checks are accepted.