Glossary DRTV


Airing Time: The specific time during which an infomercial is broadcasted on television.

Call-to-Action (CTA): A clear prompt in the infomercial that encourages viewers to take a specific action, such as making a purchase or calling a phone number.

Conversion Rate: The percentage of viewers who take the desired action after watching an infomercial.

Cost per Order (CPO): The total advertising cost divided by the number of orders received.

Dayparting: The practice of airing infomercials during specific parts of the day to target certain audience segments.

Direct Response Television (DRTV): A type of television advertising where viewers are encouraged to respond directly through a phone call, website visit, or other immediate action.

Infomercial: A longer-format television advertisement that provides detailed information about a product or service, often resembling a TV show.

Lead: A potential customer who has shown interest in the product or service promoted in the infomercial.

Media Buying: The process of purchasing airtime on television channels to broadcast infomercials.

Offer: A specific deal or promotion presented in the infomercial to entice viewers to make a purchase.

Pitch: The main message or selling point presented in the infomercial.

Production House: The company or team responsible for producing the infomercial, including scripting, filming, and editing.

Response Mechanism: The methods through which viewers can respond to the infomercial, such as a phone number, website, or SMS code.

Return on Investment (ROI): A measure of the profitability of the infomercial campaign, calculated by comparing the revenue generated to the costs incurred.

Script: The written content of the infomercial, outlining the dialogue, visuals, and sequence of events.

Spot: A shorter commercial, typically ranging from 30 seconds to 2 minutes, as opposed to the longer infomercial format.

Target Audience: The specific group of viewers that the infomercial aims to reach, based on demographics, interests, or behaviors.

Testimonial: A statement or endorsement from a satisfied customer, often included in infomercials to build trust and credibility.

Unique Selling Proposition (USP): The distinct advantage or benefit of the product or service being advertised, setting it apart from competitors.

Viewer Retention: The percentage of viewers who continue watching the infomercial from start to finish.