Television Advertising

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Two major constraints are normally imposed by IMCs. One has to do with your product - IMCs do not take on every product that comes their way. Presenting your product to an IMC is like an author selling his manuscript to a major publishing firm. Your product must pass a set of litmus tests before the IMC will consider risking their dollars on your product.

If you have only a prototype of your product, it may be more difficult to sell to an IMC. If the IMC does buy it, they usually want to get involved with the actual manufacturing of your product.

Conversely, if your product has been successfully sold in some other form of direct response marketing, or if you have already produced and test marketed some version of your infomercial and have impressive sales performance numbers, IMCs will be more receptive. Furthermore, having numbers to substantiate your offer will give you negotiating leverage.

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