Glossary: DRTV

feature

Among infomercial producers and directors, a term used to describe a lengthy (one to 10 minutes) profile of an individual, usually a product inventor or consumer testimonial. Often shot “news style,” the feature is usually structured to tell a story about how the product has impacted a person’s life.

Federal Communications Commission (FCC)

Government regulatory body that oversees electronic communications, including television.

Federal Trade Commission (FTC)

Government regulatory body that oversees commercial advertising and trade practices.

film look

An electronic process that gives video a softer, more film-style look.

film to tape transfer

The process of transferring the film image to video tape by projecting the film into a video camera. The videotape of the film is then edited electronically, versus physically cutting and rejoining the film, as traditional film editing is performed.

fire sale

Term used to describe the last minute, sudden dumping of infomercial media into the media buying marketplace, usually due to an agency canceling unprofitable media at the last minute.

flight

Term used by short-form media buyers to describe a specific number of spots to air during a 3-, 6-, 12- week or more period on a specific TV station or cable network.

footprint

The process of using comparables to develop a media test strategy based on a similarly positioned and targeted product that has previously succeeded in the infomercial marketplace. Foot printing involves analyzing the preceding infomercial’s media buying execution: markets, stations, and time slots that the infomercial repeatedly aired in.

format

The creative concept governing the overall structure of an infomercial. Classic formats include: documercial, storymercial, talk show, studio demonstration, lecture presentation, and video magazines.

frequency

Refers to both the number of times an infomercial will play in a specific TV market over a specified time period and the number of times the average individual will see the same commercial. The latter definition is most applicable to the spot television ad industry and is a measure of the depth of an image ad campaign.

fulfillment

Term generally used to describe the warehousing, packaging, labeling, shipping, and tracking functions of an infomercial product. These responsibilities are typically subcontracted to fulfillment company specialists. Some fulfillment houses also offer inbound telephone customer service.

fulfillment house

Facility designed to handle product warehousing, packaging, labeling, shipping, and tracking functions of a DRTV product.

full-disclosure agency

Ad agency that collects broadcast affidavits (confirming media time purchase price and run time/dates) from the TV stations and networks from which it buys, and discloses the affidavits to its clients. This proves to clients that the agency is not marking up the media time and taking more than their maximum 15 percent commission.