| Getting
Started with Direct Response Advertising and Marketing Campaigns
Since
it is impossible to provide everyone the right
piece of information, we welcome your questions. We will post
questions and answers about infomercials marketing and more
that can benefit others as well. Please check this
section often, as we update it with current questions posed by
our visitors.
Q. What is
the difference between Direct Response media buy and a traditional media
buy?
A. Direct Response media rates are up
to 90% lower than general media rates. To qualify for Direct Response
rates, the product or service must be offered for direct sale via telephone
or mail. Direct Response marketers must also be willing to have their
tv commercials pre-empted at the last minute without replacement and
forego guaranteed positioning of their ads.
Q. How do I
know if my creative qualifies for Direct Response Rates?
A. Media has established criteria to
qualify for direct response rates. Most importantly there must be a
phone number call to action prominently placed within advertising. Each
media outlet is currently reviewing its criteria for allowing solely
a website URL.
Q. If my ad
includes our web site URL will we still qualify for direct response
rates?
A. Media vendors typically do not charge
extra for traditional direct response advertisers who promote their
web sites at the same time they promote their toll-free phone numbers.
However, if the purpose of your ad is solely to promote your web site,
expect to pay more for media buys than direct response rates.
Q. How does
CPO charge for services?
A. Our compensation arrangement can
either be hourly or project fees, a volume-based sliding scale of commissions
on media buys, or a performance-based incentive plan. The agreement
will depend upon the extent of our involvement in the total direct marketing
program.
Q. Does CPO
accept per inquiry or per sale media buys?
A. Yes. Most of our clients run per
inquiry/per sale ads as part of their direct response programs. However,
we will negotiate per inquiry buys only after the product or service
has achieved your cost per inquiry goals in a media test. û Q. Can I
find out in advance exactly where and when our commercials are going
to run? û û A. Many networks and stations are willing to supply "pre-logs"
of your commercials at least a day in advance. This service is a favor,
however, and should not be expected from everyone all the time. Direct
response commercials can also be pre-empted at the last minute, so don't
throw a party to watch the live launch of your campaign.
More
Direct Response FAQs
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