Glossary: DRTV

impression

The experience/impact of watching a TV commercial.

inbound call handler/telemarketer

Telephone service companies with multiple WATTS lines and operators who take infomercial/DRTV orders and answer questions using scripts provided by marketers. These companies are paid either by the call or by the second for connect time.

inbound telemarketing

Service provided to marketers of receiving inbound phone calls from viewers who want to order the advertised product or ask for more information.

independent broadcast station(s) (indy, indies)

Any broadcast TV station that is not affiliated with a network.

independent infomercial producer

Specializes in filming or videotaping infomercial productions.

infomercial

Any television commercial longer than two minutes.

infomercial retail multiple (IRM):

The multiple used to predict retail sales generated by an infomercial media campaign. The multiple usually is a number between two and 15. If the multiple is four, then for every product sold in the infomercial, it is predicted (or realized) that four of the same product will be sold at retail stores.

inquiry

A DRTV commercial generated telephone response that doesn’t result in an order. Most inquiries ask about product price, payment plan, competing products, and product content. Inquiries are distinguished from orders and problem calls.

interactive television (ITV)

Any television programming that stimulates an immediate response in the form of a telephone call or pushing a button on an interactive controller. The latter will be commonplace by the mid-21st century. Interactive TV will combine a household’s phone, fax, computer, stereo, security systems, and television into one electronic communications center or “telecomp.”

interconnect

Local cable systems connected together by wire or microwave to telecast shared commercials or programs simultaneously.

Internet

Worldwide network of computer networks and online services, used to enhance the marketing mix of infomercial and other direct marketers. Infomercials are natural advertising formats to make a smooth transition to online selling once video/film can be downloaded in real time.

inventor

Original creator of the product or service to be marketed via infomercial.