Managing A Media Campaign for Direct Response

Fact: more money is spent on media in a successful direct response campaign than every other service combined. 

Managing your infomercial media well - and your DRTV agency - can impact your ROI by 5% to 15%. In a $10 million campaign, that can add more than $1 million straight to your bottom line.

DRTV media buying is a dynamic process where buys are added and cancelled daily. 

DRTV media is intense. It's lightning quick, negotiation heavy, and can make or break a project. And it's different from general ad buys.

A media campaign without a budget? 

Yes, that's DRTV media in its truest form.  Results drive budget, not a pre-determined budgetary plan. 

The focus here is on cost per call, cost per acquisition or order, and media efficiency ratios.  Every airing’s profitability can be seen immediately by the calls coming in and sales taking place.

With DRTV’s built-in accountability, daily results show which media buys are working, which are not, and how much to buy to maximize ROI.

This is not an exaggeration!

Choosing and managing the right media buyer for your project can be the most important decision of your entire campaign. It can make the difference between a successful campaign and a failure.

How do you know the right agency for your campaign? Is it the agency with the great sales pitch - or the lowest commission? 

They might look good initially, but it could turn out to be a decision you regret once the project launches.

The Direct Response Academy can help. 

We’ll put you a step ahead of your media buyer.  Your agency may not think it's necessary for you to understand the ins and outs of DRTV media - but we do! Because if you do, you’ll have a major impact on your campaign’s results.

We offer programs to help you make the best decisions for your project and achieve better DRTV media results - whether you are managing an agency, outsourcing your DRTV media, or buying it in-house.

Advanced DRTV Media

Bringing DRTV Media In-House

You'll work directly Industry veteran Greg Sarnow to determine your unique requirements to bring the DRTV media function in-house.  Available as an on-site training to ad agencies and marketers.

Register for our next media-focused course, Winning the Media Game. Along with comprehensive training in DRTV campaign management, marketers can learn some of the best practices of managing and buying media for DRTV in this two-day intensive training. 
• May 5-6, 2009 -- Santa Monica, CA
Call 512-301-5900 or email courses@directresponseacademy.com for more information, or to request your registration form. Cost: $1395
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For more information on managing your DRTV media:
Contact the Direct Response Academy at (512) 301-5900 or email us at info@dracademy.org.

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