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Situation: With considerable success from 30 minute infomercials in hand, American Telecast asked CPO to further build the Torso Track business using :120 and :60 ("short-form") commercials. Torso Track's $129.95 price presented a special challenge to CPO, since few products priced over $100 have sold well by using short-form commercials. Solution: By massaging our 10-year database of short-form health and fitness campaigns, CPO was able to design and implement a test plan using proven television vehicles at pricing likely to pay out. Result: A two-week test turned into a two-year run of successful short-form advertising. CPO managed Torso Track's media and delivered sales at 13% below American Telecast's cost per order target while generating over $2 million in incremental business for the company.
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