Company Media Production
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MONITORING & EVALUATION The success or failure of an infomercial can be determined by one or two airings. If the first airing produces marginal results, you may want to give it a second shop for comparison. If the second airing is equally disappointing, go back to the drawing board. Immediately evaluate the performance of each airing the morning after. Although orders may continue to straggle in two or three days after an infomercial is aired, each airing's performance can be largely determined by evaluating it within 12 hours. EACH AIRING MUST BE PROFITABLE NO IFS, ANDS OR BUTS. YOUR ONLY OTHER CONCERN SHOULD BE TO COMPARE THE CPO AND RATION OF ONE MEDIA BUY TO THE NEXT. Infomercials are not like regular programs, which can build viewership with an increase in frequency. If your infomercial does not deliver a profitable return after one or two airings, it probably never will. Furthermore, if after one or two airings, your infomercial proves profitable,your next task is to develop a media plan that will increase those profits.By selecting stations, time slots, and air dates that will produce the lowest CPOs, you can dramatically increase your profit ratio.
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