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Glossary: DRTV
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- radiomercial
- Long-form commercial on radio, five to 30 minutes in length.
- rating
- The percentage of people or homes that watch a specific TV program based on the total population or homes with television, whether watching or not (Rating = HUT X Share).
- reach
- The number of different people or homes that see a specific commercial at least once. Reach measures the breadth of an ad campaign.
- reactivation program
- Typically an outbound telemarketing campaign designed to reactivate continuity program consumers who have ceased ordering.
- repeaters
- Term usually used to describe multiple purchase consumers of live home shopping networks and/or faithful continuity program subscribers.
- reps
- Station sales representatives.
- response
- Term often used interchangeably with “results” to a DRTV campaign.
- retail drive
- See driving retail.
- retail price
- In infomercials and DRTV, the retail price is the advertised offer price.
- retail sales multiplier
- Same as Infomercial Retail Multiple (IRM).
- returns
- Number of units, dollar amount, or percentage of total sales that are returned to the direct marketer for a refund.
- returns and allowances
- A projected or actual percentage of total sales returned for refunds.
- roll-in
- A pre-taped video segment, 30 seconds to three minutes in length, that is played back and inserted during the taping of a live telecast.
- roll-out
- Stage of an infomercial media campaign, after a successful media test, where the infomercial plays on an ever-increasing number of TV stations and cable networks nationwide. A roll-out can mean buying thousands of telecasts, up to $2 million of media per month, with telecasts in nearly all 210 television markets. Typically this maximum media spending level is reached through a gradual expansion over two to four months.
- run of station (ROS)
- Short-form commercial media time is purchased at a discount because stations retain the right to insert them wherever they choose within certain broad time periods, e.g., 12 noon to 4 p.m. The station determines the run time.
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