Glossary: DRTV

daypart

Refers to the various multiple hour segments of television’s 24-hour broadcast day. Dayparts are typically segmented as follows (EST): 6a-9a Early Morning 9a-12n Morning 12n-4p Daytime 4p-6p Early Fringe 6p-7p Early News 7p-8p Prime Access 8p-11p Prime 11p-11:30p Late News 11:30p-1a Late Fringe 1a-6a Late Night

demo format

An infomercial program structure that places the product center stage; generally shot in a studio, with or without a studio audience; always has a product demonstrator talking directly to the camera, or to a companion interviewer, while demonstrating the product. “Amazing Discoveries” was a classic demo formatted infomercial.

Designated Market Area (DMA)

Nielsen’s term to describe a specific TV market area. Nielsen counts 210 distinct TV markets in the U.S. (Similar to ADI.)

digital

Audio and video recorded in quantities represented by digits, usually in the binary system.

digital editing

Also called non-linear editing. The use of editing equipment that translates analog video into digitized video to manipulate it more quickly. Digital editing can decrease analog editing time by as much as two-thirds.

digital video effects (DVE)

Also known as ADO, refers to equipment that digitizes video to manipulate it within the frame. Typical digital video effects include page turns, image flipping, zooming, squeezing, sparkle trails, exploding images, etc.

direct marketer

A company that manufacturers or sources products, then executes a DRTV campaign while retaining ownership in the product sales. Often pays a royalty of 3 percent to10 percent of sales to original owners.

direct marketing

The marketing of goods and services directly from manufacturer or wholesaler to the consumer, bypassing retail. Typical direct marketing channels are mail, newspapers, magazines, and TV.

direct response (DR)

The marketing and sales methodology of bypassing standard retail stores to make a product sale directly with the consumer. Basic direct response channels are: television, radio, mail, print (newspapers and magazines), catalogs, phone, electronic kiosks, online services, CD-ROM and—the grand daddy of them all—carnival pitchmen.

direct response television (DRTV)

An all-inclusive term that describes anything marketed directly over television, with prominent display of a toll-free number and/or Internet addresses, asking the consumer to take specific action leading to or making a product sale. DRTV generally bypasses traditional retail stores to make a product sale directly with the consumer, but can also be used to drive product sales at retail. DRTV is comprised of three primary marketing subgroups of short form, long form and live home shopping. .

distributor

In the DRTV industry, similar to direct marketer: a company that owns the rights to a product or infomercial and finances their own campaigns.

documercial

The infomercial program format using production/creative techniques derived from the traditional documentary form. These may include on-camera spokespersons, live or taped interviews, multiple location shooting; voice-over narrator, real people features—all interwoven into a seamless half hour. Similar to “60 Minutes” or “20/20,” the format is based on actuality, i.e., no fictional elements are presented unless denoted as “dramatizations.”

drag

A term referring to DRTV orders that come in long after the commercial telecast time. In the infomercial industry, 75 percent to 95 percent of all orders will be made within 60 minutes of a specific telecast. Additional orders made over the next one to seven days are known as drag orders.

driving retail

Using a DRTV campaign to directly impact and lift retail sales. Braun was the first major manufacturer to use this strategy in 1992 for their single-stem food mixer. DRTV product sales at retail can be as much as two to 15 times the direct TV sales volume and significantly increase existing retail volume.

DRTV

See direct response television.

dub master

The dub of the master with a specific toll-free number edited in from which other dubs with the same toll-free number will be sent to different market TV stations.

dubs/dubbing

The video duplication of a commercial for distribution to TV stations and cable networks for airing.

DVR

Digital Video Recorder: see PVR and TiVo.