Glossary: DRTV

effective frequency

The estimated number of times an individual must see a specific brand-awareness spot commercial in order to produce a positive change in awareness and attitude about the product.

effective reach

The percentage of the target demographic that sees a specific brand-awareness commercial the estimated number of times necessary to produce a positive change in awareness and attitude about the product.

electronic marketing

The direct-response marketing and sales methodology that uses electronic media such as, TV, radio, online services, CD-ROM and electronic kiosks.

electronic media

The media of television, radio, fax, phone, kiosks, CD-ROM and Internet. As distinguished from print (newspaper, magazines, catalogs, letters) and outdoor media.

electronic retailing

See electronic marketing

Electronic Retailing Association (ERA)

Trade association founded in 1990 comprised of DRTV product manufacturers, distributors, producers, writers, directors, agencies, media buyers, telemarketers, fulfillment houses, TV stations, cable networks, home shopping and other electronic media. Formerly National Infomercial Marketing Association (NIMA).

enhanced TV

An all-encompassing term for new technologies impacting television today. Includes PVRs, VOD, and HDTV.

ERA

See Electronic Retailing Association.

erosion

Refers to the “diminishing effect” on viewership, media buy and response volume. After a specific creative has aired for a number of weeks or months, order response levels begin to drop or “erode.”