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A very important part of running a successful Infomercial Campaign / Direct Response is media buying. Media buying at its simplest is a systematic planning, negotiating and buying of television time to air the infomercial. A media buyer is an executive or consultant who will help you do this.

Airing your infomercial in the right time slot  can generate tremendous profit. The category to which your product belongs, the right format (long or short), even the right television channels – all these are important factors for a profitable campaign.

A good media buyer is one who has a keen analytical mind and can decide upon the optimal combination of the above aspects. The success rates of products similar to yours which have been aired already on DRTV will be referred to, current trends will be taken into consideration, and frequency of broadcast will be decided upon.

Negotiating with the broadcasting networks is probably the most important skill required of a successful media buyer. A good deal is very important for small businesses and entrepreneurs as they may not have an unlimited budget.

Buying media is usually the biggest expense in a Direct Response campaign, so it is very important to have an expert media buyer. With reasonable terms and fees, a media buyer can make life a lot easier and less complicated by taking the nitty-gritty of number crunching off your back. The right buyer will aim for your infomercial to be viewed by the highest number of target audience at the lowest possible cost. Not only this, but they will also make sure that the target aimed for has the greatest probability of buying your product. This crucial factor can make all the difference to your profits.

A trained DRTV infomercial media buyer will have the expertise to buy the best stations and time periods, at the right price, in order to make sure your campaign is profitable.

The role of a media buyer does not stop at purchasing airtime for the Direct Response campaign. The first few airings are usually considered as a “test run”. Immediately after the test run, the response is analyzed. Checks are made on incoming calls and purchase orders, and a customer database is maintained. Remember that a successful run does not mean an avalanche of order placements on the very first day. Emphasis is more on steady profit. If response is not up to the mark, slots (media buys) are repositioned. The entire strategy may be redefined if necessary. As long as you are sure that your product definitely meets the criteria for DRTV success – price point, uniqueness, mass appeal, solves a common problem and is highly demonstrable, an expert media buyer will make sure you reap the profits.