NEWS VIEWS AND INSIGHTS ON INTERACTIVE VIDEO ADVERTISING POWERED BY: hawthorne direct
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Hawthorne Videoactive Report Vol 2 No 85 0723 Hawthorne Videoactive Report Vol 2 No 85 0723
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Tim Hawthorne Interviews Sigi Friedman (ERA) Tim Hawthorne Interviews Sigi Friedman (ERA)
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City of Henderson Nevada video spokesman City of Henderson Nevada video spokesman
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Twitter in plain english Twitter in plain english
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One For Fun: Gatorade ball girl commercial One For Fun: Gatorade ball girl commercial

Glossary: DRTV



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.