True DRTV and Infomercial Marketing depends on your DRTV media buying agency . The media agency works to get their clients the best cost / sale and not the lowest cost / viewer . While complimenting your brand, a TRUE drtv campaign is all about ROI and calculating this by measuring the responses you get.
What this means:
a) Plan your campaign
b) Measure your spend
c) Calculate the responses based on your spend
d) Track which channels give you the best responses for the lowest media spend
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